We're back again with another “Where are they now?” episode. Today we've got David Orozco of OrozcoNutrition.com to talk about what's happened for him and his business since our first conversation in episode 1141. Back then, he was balancing a couple of brands and trying to figure out, “Well, which one do I focus on? How do I organize my business?”
Since then he's gone through a rebrand and narrowed down his ideal customer avatar. You'll hear how coming out of that first conversation, David unlocked so many things in his brain to help make decisions clearer for himself and his business. We talk about his new hires, as well as some strategies you can apply as you move forward and make decisions in your own brand.
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Pat Flynn: What's up, everybody? Pat Flynn here, and welcome to episode 1,199 of Ask Pat 2.0. What's really cool about these episodes as we close in on the year here is these are our Where Are They Now episodes. These are sort of like in Shark Tank where they bring back somebody who had partnered with one of the sharks and they talk about how the business has been doing. Well, nobody partnered with any sharks here, but I definitely had conversations with these people before and we went deep and we've unlocked some things. We're now back with these people to talk about, well, what has happened since unlocking or letting go of certain things? And letting go is definitely something we're talking about today with David Orozco, who was balancing a couple brands and trying to figure out, "Well, which one do I focus on? How do I organize my business?"
Pat Flynn: It's really interesting because coming out of that conversation, which you'll hear about today, David unlocked so many things in his brain to help make decisions more clear for himself and his business moving forward. We talked about somebody he hired, we talked about his wife a little bit, and we talk about some other things that you can do as you move forward and make decisions in your brand. So this is so much fun because I remember this episode specifically and I could see it in David's face, just what we unlocked for him. And we're going to talk about that right now. Here is David Orozco from OrozcoNutrition.com. David, welcome back to Ask Pat. Good to see you again. Good to hear from you.
David Orozco: Hey Pat, it is truly an honor, not only to be on here once, but the second time. This is great and it's great to see you and spend this time with you. I've got a lot of great updates for you.
Pat Flynn: Oh, I'm so excited. I know that these are my favorite kinds of episodes because we have transformations and we can sort of see them in real time, if you will. I remember our last conversation. It was very memorable for me because not everybody could see but I think a lot of people could hear. But I got to see the literal transformation that was happening in your mind and in your brain the last time we chatted. There was a lot of aha moments, as they say. If you could recall the last time we chatted, what were the biggest things and takeaways from the last conversation, and then we can get into what did you do from there. What do you remember from last time?
David Orozco: Pat, I'm so glad you're bringing that up. I wrote notes because I was like, all right, these are the things that really have seen major changes and transformations that really stemmed almost mostly from that one podcast episode. First was the realization that I didn't have to change the name of my practice, the name of business, which was TD Wellness. And you can hear where I'm going with this, because I said was. You told me the other thing that was big around was that you can really just consolidate both the podcast website, One Small Bite, with the TD Wellness. That would be good and that One Small Bite could kind the brand of its own, the name of its own. That really sat well with me and I thought, "Wow, it's really interesting."
David Orozco: But I do have to tell you, there was one little itch that I couldn't scratch, and that is the word nutrition. It's not in the name and the word wellness was. Just a little digression here. The problem with wellness is that it has a lot of health-ism connotations to it. That's not the direction, that's not the practice that I do. Honestly, when people are searching for me, they're not searching for a wellness expert. They're searching for a dietician or a nutritionist. I talked to my wife and I told her all about our episode and she's like, "Oh, this sounds great. But maybe we use that as the company name or the sort of umbrella name. Then, maybe we look at a DBA."
David Orozco: Actually that was the direction that I went. I hired a branding company and we ended up going to, instead of One Small Bite, we went to Orozco Nutrition. Now, now this is profound and I'll tell you why this is really, really important. At first when they said it, I was like, "Oh, what? Why not just stay with TD Wellness and then, say, something like One Small Bite." They said, "Well, David, you are the brand. You are the name. Then, don't you understand, you have always told us about your mother and your father? Rozco Nutrition isn't just about you. It is what you founded your practice on. It was the experience that you had with your mother dying from cancer and your father dying of cancer and what you wanted to do."
David Orozco: When they said that, I was like, "Oh wow." And she said, "You still have TD Wellness in that. That's the umbrella term of the company. You're just really doing this a DBA." When I talked to other friends, they told me, "David, you don't have to change your insurance stuff. As long as you do a DBA, you don't have to really do all of those crazy changes with the insurance."
Pat Flynn: So that, in your head, when you were considering this was like, "Oh no, this is going to be an administrative nightmare and it's going to take a lot of work to change over"?
David Orozco: Yeah. And it was. It was a lot of work, but it was so well worth it. I mean, it was really so well worth it. And part of me was remembering our conversation and I'm like, "Oh man, Pat's not going to like that." I didn't keep TD Wellness." Then, I thought to myself, "No, he didn't say that. That's not what he was saying." I think that the terminology is important but what's really, really important is the story. You told me about how Trisha is going to be part of the story. Then, I really thought about that because I read Donald Miller's book.
Pat Flynn: Story Brand.
David Orozco: And I've also read ... there's another person about storytelling as well. Just really good stuff. That's where I went with that and that's where I started transitioning. The other thing that we talked about in our episode was the 20 itch rule. I loved that. I heard that before you had mentioned it on the podcast and I was like, "Oh yeah, of course, really. I need to focus 80% of my time on the things that need to get done and 20% of the time on the shiny box, on the thing that I want to enjoy or the thing that I want to try new." That really led into something really profound. And this is really big Pat, because one of the other things that we had mentioned was my comparison to other people in my world. You had mentioned that you listened to the Model Health Show with, what's his name?
Pat Flynn: Sean Stevenson.
David Orozco: Yeah, Sean Stevenson. I thought, yeah. See, that's really big because I'm comparing myself to someone like that or to other people in my field and the type of nutrition that I practice. And you said something profound. You said, "You got to compare yourself to last week, to last month, and to last year." What ended up happening from that message right there, that comment that you laid into there, was I really wanted to focus on building my team, the ON team, Orozco Nutrition team. That's really where it started going. It's not a comparison of where I'm going to be or where I should be compared to this person. It's like, what did we change in the last few weeks or in the last month? Where are we now? That really made another big change. I'm proud to say that I've got a nice full staff now. I hired three dieticians that are on my staff and business is great and my website is up and running. It really, I mean, I'm getting goosebumps talking about this right now.
Pat Flynn: I saw the website. I went to TDWellness.com because that's what I remembered, and I was like, "Oh, we need to talk about this because it's going to Orozco Nutrition." Which I love the name. It rolls off the tongue. The acronym's ON, so we could be on it.
David Orozco: Right, exactly.
Pat Flynn: It's so legit and it has your name in it. I think that whoever you were working with this was very smart in pointing you in that direction. I'm glad that our conversation sort of sparked an idea to go deeper into what this brand was. Really, in our last conversation, it was about the ability to not to have things always be separate, but they can all be combined in one. I'm so glad you went down this route. I love that you're hiring a team. Just congratulations on all that success. I think that profound thought of comparing yourself to yourself last month to yourself last year, that exponentially over time is going to serve you so, so well because yes, there's Sean Stevenson, there's all these other people in the same space. But they're not like you. They're not Orozco. They don't have your story. They don't have your ability and people will want to follow you and not them.
David Orozco: I mean, there's so the other deeper things that I can go into, but I'm going to save myself a little bit. I will say there are two really deep things that I just want to bring out. One was along with that Orozco Nutrition, one of the things that my wife ... My wife is just amazing but one of the things that my wife was saying to me, she would say to me, "David do things because it's really what drives you. It's your purpose. It's important because you are helping people. You are helping people not end up in the same situation your mother and your father did. And stop trying to make money. Because if you focus in on what's the next big buck, what's the next big sale, what's the big name, you're going to end up really falling short a lot of times." She's said it in more ways than one, but that was very profound.
David Orozco: Then, the other thing was the story. You just mentioned that. Orozco Nutrition is not just my story. It's my parents' story and how my transformation occurred through the unfortunate circumstances that my parents went through, being in a heavy body and dealing with quack supplements that they shouldn't have been taking instead of using conventional medical treatments for cancer, and going on diets that didn't work for them and gaining the weight back. Those stories really resonated a lot more.
David Orozco: Then, there was one other thing that we talked about right at the very end and you hit me with this one because it was like a taste of my own medicine. I was talking about how the type of work that I do, I know is a bit controversial because it's anti-diet, compassion driven, or compassion-focused nutrition that moves away from weight loss and the idea that we have to focus on a person's body shape or size in order to achieve this well being. You said, "David, what is important is," and I want to quote you here, you said, "give them what they want, but show them what they need." I was like, "Oh man, that's so good."
David Orozco: I think that was so, so beneficial to hear because that resonated with me a whole lot. Because that's something that I work on a lot with the clients that I help. It wasn't so much that I need to force them to do what I do or not think of their weight or not use that as a barometer, as much as, "Yeah, that's what I'll give you for right now, but have you paid attention to this or have you noticed that?" So, my messaging has changed. What's on my website has changed. All of that has changed a lot more. I think it really resonates again with that story, that the hero's journey, so to speak.
Pat Flynn: That's so great. Thank you for going a little bit deeper with us on that last point. It's very similar to what Simon Sinek says, which is, "Start with why." When you start with why with your client, for example, then you get into what lights them up or what would get them to start then doing the how and the whats. I love that you're focusing in on that with your clients. It offers a little bit more of a personalized approach which people, today especially, just want to be heard. They just want to be listened to and they want to know that somebody else is out there and recognizes them and cares for them. And that's what you're doing. I love what your wife said to you as well. I think that's always a great reminder. I think she and I would get along very well because, as you know, we're always in the camp there and I always say your earnings are a byproduct of how well you serve your audience.
Pat Flynn: And it's so interesting because it's very counterintuitive, but it's so true. Because when you take the money first approach, when you go, "What's going to be our next big launch?" for example, or "How do we double our revenue next year?" it's always going to be coming from a place of me first or selfishness. But when you take the serve first approach, then actually as a byproduct, for example, "Okay, well, if we want double our income, let's go twice as deep with people or let's serve twice as many people," which then can help you earn a more income on the back end of that. So I'm so glad that you're practicing that.
Pat Flynn: Again, everybody should check out Orozco Nutrition. It just sits so well. I think that also speaks to the idea of niche-ing down in a bit. Because wellness encompasses a whole bunch of things, and for you to go, "Wellness is all these things, but I am nutrition and this is how we do it and this is my story behind that," it's much easier for a person who's looking for specific help to go find specific help in that way. Tell me what the results have been after making these changes both in your head and online? What has happened? You said business is going well. Tell us what that means, exactly.
Speaker 1: Let me touch on a couple of things and then I'll go ahead and answer your question more directly, but this is similar or related to that. One was, like I mentioned, I had to stop looking for other groups to be a part of. I needed to focus in on my group, my team, my tribe. I thought that that was really profound that I got from our last episode. What ended up happening is, like I mentioned a little while ago, I now have a team of five so far. No, it's not a big practice, but a team of five. I've moved into a new office. We've started moving into an office again and having just a few face to face consults. Business has picked up significantly and part of that is related to that niche-ing down that you've just mentioned.
Speaker 1: By using Orozco Nutrition, it really helped me focus in on my avatar, who my audience was. And I know. I'd been listening to you since, wow, I think it has been 2018 or so. I know it's not as long as some people have, but ... and you've talked about this a lot: Know your audience. Know your audience. I thought I did, but when we did this rebranding, it really helped me bring into focus that my client is the person who exemplifies my mother, my father. The person who is sick and tired of diets, who has gone up and down with their weight. And so, we've been able to then focus our practice and we've seen our percentage of clients increase by at least 30%. Now, that may not seem like a whole lot, but that is huge because that has been able to bring in a lot more of those clients.
Speaker 1: I'll be honest with you, Pat. One of my biggest fears was losing clients. I've heard other episodes with other people on as well talking about those kind of things, those fears. But you really do, by niche-ing down, you really do hone in on the people that really want your services.
Pat Flynn: It's much easier to resonate with the words that you're saying when you're speaking specifically to the exact things that a person may need or want. It is very counterintuitive especially when, yes, we have access to the internet and on the internet we have access to everybody, so why not help everybody? But you actually end up helping more people because you get to go deeper with them and that's what it sounds like you're doing with your clients now. You're able to go much deeper with them.
David Orozco: Yeah, precisely. It actually is that deepness and that depth of understanding, too. Because you're really focused in on, people may not be ready for the kind of work that I'm doing and it's okay. A lot of times it's me training my staff to let it go. Those clients are just not ready for us. They came to us thinking that maybe this was the back door into weight loss and no. That people need to understand and maybe they'll come back. But at least they know, "Oh, okay." At least they were upfront. Orozco Nutrition and staff, they were upfront. They were telling me, "Hey, this is probably not what you're needing." That has really helped a lot. Here's the other thing, too. It has really helped. I thought one of my biggest fears was that a lot of the physicians that refer clients to us, not that that's our biggest source of referrals for our practice-
Pat Flynn: No, those relationships are important, for sure.
David Orozco: Those are really important. I was afraid that physicians would see us like, "Oh, we don't care about a person's health." On the contrary, a lot of our clients were telling the physicians, "Oh man, my blood pressure's, my blood sugar's improved, I'm sleeping more, I have more energy, my mood is improved." It's been echoed on a regular basis and I've had physicians call me and say, "Hey, what is it that you're doing? Talk to me a little bit because I've sent my clients before to weight loss programs and they've never come back with something like this." That's another big improvement that's been happening.
David Orozco: Then, my podcast, One Small Bite. Again, same thing, I've focused in on the avatar and I've pushed away all of those other things. I was trying to get in specialists and these kind of people in, and I was like, "No, no, no, people want to hear the science of nutrition. They want to hear the trials and tribulations of what our avatar is going through, which is what they're going through." It really helped me niche down into a subset within the anti-diet world that really honed in our message and our story a lot, which was fantastic.That actually helped me put more copy onto our website that really resonated that story quite a bit, too. So those are other improvements.
David Orozco: The other thing too that happened is that my team is so much more on board. They are excited because we have a vision, we have a mission. It's just really helped out quite a bit in that regard with getting my team on the sheet of music. Before it was like, "Well, do we do this? Or were we doing that?" That's really helped stabilize quite a bit. I mean, I've got a lot more things that I can tell you about too, but ...
Pat Flynn: Now, David, this is, I'm really proud of you.
David Orozco: Thank you.
Pat Flynn: I think this is another example and this is why I love these Where Are They Now episodes because it takes time to get here. It takes time and it takes some struggle. It takes a little bit of un-comfort. But all the best things happen outside of your comfort zone. Can you remind us when you started your practice and how long? I want to just help people understand how long it took us to get here. Because it didn't happen overnight, for sure. But when it does happen, it becomes so much worth it. So, when did you start?
David Orozco: I officially started the TD Wellness brand in 2014. I mean, I was in practice since 2006.
Pat Flynn: I can't remember when our episode was. Was it a year or two ago?
David Orozco: No, 2020.
Pat Flynn: And so, that took six years to get to the point at which you had some specific advice that really ... I mean, you're on a hockey stick curve now, right? You've reached that inflection point. I think too many people give up at year two, year three, or even year four.
David Orozco: They wanted to throw in the towel.
Pat Flynn: Right, exactly. I hope this encourages everybody to ... I'm not saying, "Oh, because you are on Ask Pat, you're able to grow now," but you reached out and you got some help. You got some advice, you got some person to tell you what it was like on the outside, and then, I didn't tell you all the things you should do. I got you started there. Then, you went out and found a branding person to really nail down your brand, which was amazing. That is a huge thing. Then, now you build a team around. This is incredible. What do you envision or what do you think is going to happen from this point forward? Tell me what your vision is for the business now that you have had this first inflection point.
David Orozco: Well, I'm so glad that you mentioned that. I've read several books and I have to also give you lots of credit here because SPI Pro has helped me significantly. I mean, that community has really, the mastermind group that I'm a part of: Team Lychee. Go Team Lychee! They have been fantastic, been very inspirational, and accountability there too. You know, I'm glad that you're asking me this question because by consolidating niche-ing down, focusing in on my true audience, and then reading books like Rocket Fuel and, I think it was Michael Hyatt's Visioning or Visioner-
Pat Flynn: Vision-Driven Leader.
David Orozco: Yeah, Vision-Driven Leader. Thanks. I really have been able to focus on the five and the 10 year plan. Where my team and I are going is I've got this five-year plan where I'm going to try to get down to less than five consults a week, really focusing on enhancing the podcast and bringing on sponsors finally, monetizing it a little bit more or a lot more, and then developing group programs, online programs and classes. The good thing is that I'm finally starting to give that off to people, which I'll tell you, that is really hard to do-
Pat Flynn: Oh, yeah, trust me.
David Orozco: ... to trust people to do it like I do it.
Pat Flynn: It's like, oh!
David Orozco: But then you realize when they do it, they're doing it better than you. You're like, "Oh, I should have done this a long time ago."
Pat Flynn: Dude, the words out of my mouth. Seriously.
David Orozco: My five-year plan is to get to what both my wife and I are making currently so that she has the option. Now, I think I told you this the last time. She has the option to do whatever she wants, but give her the cushion to really do whatever she wants now. She has a very good career and if it wasn't for her, I wouldn't be able to be doing a lot of this stuff. So, five-year plan.
David Orozco: Ten-year plan is to write more books and to be on the speaking circuit more, and lay back and just sell the business and be in a place where I could travel a lot more with the family and do a lot more with the family. But we're doing that now, not just waiting 10 years from now. There's a lot of things that we're doing now like more flexible hours and scheduling, giving off more work to other people, and hiring more staff. And so, that's really the focus. I do have one question for you. One piece of advice, though.
Pat Flynn: Sure.
David Orozco: Along with all this. This is the big one because after reading Rocket Fuel and other books, I do see myself more as the vision type, not the integrator. Not like your Matt. I need, or at least I think I need, an integrator.
Pat Flynn: You need a Matt.
David Orozco: Yeah, Matt's fantastic. Matt Gartland, he is just amazing. What's the best way, should I? What's the best way to get an integrator? I think that an integrator is just really expensive and really, honestly, I can't afford it right now. But gosh, how do I do that? That's where I think I have my biggest problem right now, is how do I get to get an integrator in the team?
Pat Flynn: This is a great question. The book that David referenced, Rocket Fuel, is amazing in helping define truly what the visionary is and the integrator in each of their different roles. Integrator has different titles now in today's world. Online business manager is one or OBM as we sometimes hear. The way that Matt and I got working together was, in fact, on a project-based basis first. It was after understanding that he was able to truly help me define a project that I had in my head to actually execute on it and manage it and organize it, that's when I knew that I was going to hopefully bring him on board one day and that's exactly what happened. Starting on a project-based basis first could be really amazing as far as inching your way there and not having to spend six figures a year on somebody right away. But maybe lead into that in a way where that becomes obvious that that would be an investment with an ROI like it has been from Matt.
Pat Flynn: Another way to go about it would be to promote from within. You might find with the team that you currently have, that there's going to be people who seem to just nail the organization and could grow into that especially when you consider that somebody who knows the business already is obviously the best kind of person to know how to then run or manage a lot of those parts of the business. Those would be two things. It's not going to be a find a person tomorrow, boom kind of thing, but it could be something that leads into that later. I hope that helps.
David Orozco: The project-based wasn't something that I even considered, but that's a really good idea. But as far as the working from within, I am training one of my employees to be a clinical supervisor. That's going to help a lot with onboarding new clinicians and training and interns and stuff like that. That's going to help a lot. I like that you're saying that, too.
Pat Flynn: Well, thank you, David, for coming on and giving us an update. I have goosebumps thinking about your growth and the growth that's coming. I'm excited for everybody listening who's getting inspired by this as well. One more time, where can people go to check out your business? It should be known now because it's such a good brand name, but tell us one more time.
David Orozco: It's website and everything social, OrozcoNutrition.com is the website and OroszoNutrition social. And I just want to add Pat, man, I really appreciate all your help. Smart Passive Income, SPI Pro, the courses that I've taken from you. They have really, really helped me significantly. And so just big hug to you, my friend. I think that you don't realize sometimes how much it makes ... well, you might, but just your tutelage has helped significant. I appreciate it.
Pat Flynn: Thank you, David. I appreciate that. You've mentioned SPI Pro a couple times, if anybody wants to apply in the next round for the next wave of students to come in there. SmartPassiveIncome.com/pro. And you can hang out with David and me and the rest of the team and the hundreds of others. Thank you, David. Well done. And we'll catch up with you again in the future.
David Orozco: Yeah, thanks Pat. Appreciate it.
Pat Flynn: Whew! I hope you enjoyed that catch up with David. David, always so fun, an absolute pleasure. Thank you again for being a part of SPI Pro and without even asking for it, mentioning SPI Pro. It really means a lot to me and the team. And I look forward to seeing you in there. Again, SPI Pro, you can can find at SmartPassiveIncome.com/pro. But David's business, you should check out OrozcoNutrition.com. That's O-R-O-Z-C-O Nutrition.com. A beautiful website, you could see just how it's structured and it's really cool. I mean, right before we recorded this, I went to TDWellness.com, which was the former website and brand, and I saw this and I was like, "Oh my gosh, I cannot wait to chat with David about this." I'm so glad we did. It was well worth it. I hope it was worth your time as well.
Pat Flynn: So David, keep up the great work. Well done and let's keep going. Looking forward to catching up with in Pro and also here, potentially, on AkPat again in the future. So until then, and until the next episode, make sure you all hit Subscribe because we have another Where Are They Now episode coming next week. We're doing this all this month as we lead into 2022 to inspire you, to get you to take action, and to hopefully not just make resolutions, but take resolutions. Take resolution.
Pat Flynn: And then the next episode is episode 1,200. That is insane. 1,200 episodes of Ask Pat. Couldn't be more grateful for the time here and couldn't be grateful because Ask Pat wouldn't be Ask Pat if it wasn't for people who were asking Pat or asking me, or being here and allowing myself to coach and having us share that as well. So thank you to everybody who's been a guest on the show. Thank you to everybody who's been coached on the show. Everybody who's left a question for the show in the first thousand episodes. And for you, the listener, you mean the world to me. Thank you so much. I'm here to serve, and I look forward to serving you in the next episode. Till then, peace out, and as always, Team Flynn for the win. Cheers.
Pat Flynn: Thanks for listening to Ask Pat at AskPat.com. I'm your host Pat Flynn. Our senior producer is Sarah Jane Hesse. Our series producer is David Grobowsky. And our executive producer is Matt Garland. Sound editing by Duncan Brown. Ask Pat is a production of SPI Media. We'll catch you in the next session.