Dr. Mark Romano lays out what he believes makes chiropractic relevant to the modern public: a clear identity, a consistent message, and communication that stays congruent with what chiropractors can be absolutely certain about. He contrasts a non-therapeutic chiropractic (NTC) model focused on locating and correcting vertebral subluxation for fuller expression of life with the common symptom-outcome framing that can unintentionally turn chiropractic into just another therapy. The conversation moves from chiropractic history and philosophy into practical realities: how to talk to pain-driven people without making promises, how to build an “oversubscribed” practice through congruence and reputation, and what an “unsubluxated profession” would look like if chiropractors aligned around identity and message.

Dr. Joe Borio shares how chiropractic changed his life early on, then walks through how he built a famously high-volume practice by pairing a crystal-clear mission with simple communication and airtight operational efficiency. He explains the mindset shift from addressing the problems people come in with to leading people toward lifetime wellness care, and why retention (staying relevant when people feel good) is the real superpower. Dr. Joe also gives his “30-second drill” for explaining chiropractic so the average person instantly gets it, plus practical guidance on coaching, humility, and making every conversation “chiropractic” without getting weird about it.

Steve and Pacha sit down with Dr. Richelle Knowles, Sherman Board of Trustee member and grad, family chiropractor, and co-creator of Mile High, to talk about what it really means to be authentic in a profession full of mixed messages. Richelle digs into how incoherent messaging confuses the public, why every office needs a clear, subluxation-and-nervous-system story, and how to use coaching, scripts, and systems without losing yourself. She also gets real about the everyday struggles, staffing, new patients, and missing business skills, and why mentorship and community are non-negotiable if you want a sustainable, congruent practice.