The Smiling Practice: A Formula for Growth
January 19, 2025
Imagine a dental practice—a warm office filled with the hum ofcare, the laughter of patients, and the muffled conversations of a dedicated team. The dentist at the helm, we’ll call her Dr. Jones,has a big dream: not just to treat mouths but to create a space where people feel cared for, where excellence shines through every interaction. But how does one grow this dream? How does one build a practice that not only thrives but inspires?
The answers lie at the intersection of three powerful frameworks: Daniel Pink’s DRIVE, Verne Harnish’s SCALING UP, and Gino Wickman’s TRACTION. Together, they form a roadmap not just for scaling a business but for reimagining what success can mean. Let’s explore how these principles can transform Dr. Jones’ dental practice.
The Spark: Purpose and Vision
In Scaling Up, Verne Harnish talks about the Big Hairy Audacious Goal (BHAG, a term borrowed from Jim Collins’Good to Great)—a north star that pulls your team forward. Gino Wickman, in Traction, calls this the Vision/Traction Organizer (V/TO)—a way to crystallize your purpose and set your course. But regardless of what you call it, the question is this: Why does your practice exist?
For Dr. Jones, the vision is clear: to become the most trusted dental practice in the community, known for turning dental anxiety into smiles. The team rallies around this purpose, breaking it down into smaller, achievable steps: a 10-year expansion plan, a 3-year focus on patient satisfaction, and a 1-year goal of introducing advanced technology like same-day crowns.
The spark of a shared vision ignites something profound—motivation. When everyone knows the “why,” the “how” becomes far easier to figure out.
The Right People, the Right Seats
No practice grows without the right people. Scaling Up and Traction both hammer home this point. It’s not just about having talent; it’s about alignment. Are the people on your team sitting in the seats where they can thrive?
Dr. Jones begins to evaluate the team, not with judgment, but with curiosity. The receptionist who lights up every patient’s day? She’s promoted to Patient Care Coordinator. The hygienist who’s been quietly championing new techniques? She’s asked to lead training for the team. The philosophy is simple: let people play to their strengths.
With every adjustment, the team becomes more cohesive. It’s no longer just a job—it’s a calling.
Systems: The Secret Sauce
Growth isn’t just about energy; it’s about efficiency. In both Scaling Up and Traction, systems are the unsung heroes of success. They ensure that the magic of a dental practice doesn’t depend on any one person but on a repeatable process.
Take patient intake, for example. Dr. Jones invests in a digital management system that simplifies forms, scheduling, and reminders. Processes are documented and refined—how to handle a first-time patient, how to follow up after a root canal, how to manage insurance claims without frustration.
It’s not glamorous, but it works. And here’s the secret: when systems hum along quietly, they leave room for creativity and connection where it matters most—with patients.
Focus: Small Rocks Build Big Mountains
Both Harnish and Wickman preach a simple truth: trying to do everything leads to doing nothing well. The key is to identify priorities—the Rocks that, once moved, shift everything else.
For Dr. Jones, the first Rock is simple: increase referrals by 20% this quarter. A plan emerges. Patients are encouraged to bring a friend, with rewards for both. Local pediatricians and orthodontists are invited to partner. The team brainstorms ways to make the experience so memorable that patients can’t help but recommend the practice to others.
By narrowing focus, the team achieves momentum. Success in one area builds confidence to tackle the next Rock.
Measure What Matters
Imagine this: a scoreboard hanging in the staff room, not for points, but for progress. In Scaling Up, Harnish calls them KPIs—Key Performance Indicators. In Traction, Wickman calls it the Scorecard. Either way, the idea is clear: if you don’t measure it, you can’t manage it.
Dr. Jones begins tracking weekly metrics: how many new patients walked through the door, how many accepted treatment plans, how many returned for follow-ups. The numbers don’t just measure success—they tell a story. If patient retention drops, the team digs in to find out why. If collections improve, they celebrate.
The scoreboard isn’t about pressure; it’s about clarity. It keeps everyone aligned and focused on what matters.
Culture: The Foundation of Everything
The practice grows, not just in numbers but in spirit. Because at its heart, a great dental office isn’t about procedures or codes—it’s about trust. Both Harnish and Wickman stress this truth: culture is the foundation. A toxic culture kills even the best strategy. A thriving culture, on the other hand, makes anything possible.
Dr. Jones invests in team-building, continuing education, and simple moments of gratitude. Birthdays are celebrated, wins are shared, and every team member feels seen and valued. Patients notice, too. They sense the camaraderie, the care. They come back—and they bring their friends.
When it comes to the nuts and bolts of growth, there’s no better guide than Dan Kennedy. When marketing, he points to the following “must-haves.” (Get the “NO BS Newsletter along with a $20,000 free gift just for trying it.)
The Result: A Practice with Purpose
In DRIVE, Daniel Pink talks about the power of autonomy, mastery, and purpose. Here, too, these principles shine. Dr. Jones thrives not because of a silver bullet but because of a clear vision, a strong team, smart systems, and a commitment to continuous improvement.
Growth, it turns out, isn’t just about scaling numbers. It’s about scaling impact. And when a dental practice embraces this truth, it doesn’t just fill chairs—it fills hearts.
To your growth in 2025 and beyond,
Michael
P.S. If you’re considering a transition within the next 5 years, you’ll want to attend the webinar on January 29th, where Dan Kennedy, Henry Schein and others will show you how to maximize the value of your practice.
Practice Success Insights

Dr. Michael Goldberg is one of the leading educators on dental practice management in the United States.
Michael ran and sold a prestigious group practice in Manhattan and has been on Faculty at Columbia University and New York-Presbyterian Medical Center for 30 years including Director of the GPR program and Director of the course on Practice Management.
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