The Christmas Tree Lot, the Steak, and Why the Hard Part Is What Makes It Worth It

In this episode, Doc Danny Matta shares a story about a Christmas tree lot in Columbus, Georgia, the best steak he's ever eaten, and how hard work—and the struggle that comes with it—makes success and reward deeply meaningful. He connects that experience to clinic ownership, growth, and why building a successful cash practice is supposed to be hard.

Quick Ask

If this episode helps you reframe the hard parts of business, share it with another clinician who's grinding through a tough season—and tag @dannymattaPT so he can reshare it.

Episode Summary

• Documentation pain: The #1 complaint on satisfaction surveys is clinicians hating to write notes.
• Clair AI scribe: Clair has been trained specifically for PTs to write high-quality notes, like a meticulous student in the corner capturing everything.
• Time freedom: Using Clair allows clinicians to reclaim hours of documentation time and spend it with family, hobbies, or simply resting.
• Danny's background: Staff PT, active duty military PT, cash practice founder, seller, and founder of PT Biz, helping 1,000+ clinicians build cash practices.
• The Christmas tree lot job: As a teenager in Columbus, GA, Danny and his brother took a sketchy, hard manual-labor job at a Christmas tree lot near Fort Benning.
• Uncertain payoff: The owner warned them they'd only get paid if they worked hard—and not until the end of the season.
• Hard work in the cold: Long days hauling trees, sawing, tying them to cars, all while smelling Texas Roadhouse across the street they couldn't yet afford.
• Finally getting paid: On the last day, the owner pulled out a wad of cash, paid them what he owed, and even gave them a bonus for working hard.
• The greatest steak ever: They walked across the street to Texas Roadhouse, ordered the most expensive steak, and it remains the best steak Danny's ever had—because of what it represented.
• Meaning through struggle: The steak wasn't special because of the restaurant; it was special because of the work it took to earn it.
• Business parallel: The hard parts of clinic ownership—slow growth, cash stress, buildouts, staffing—are what make the wins meaningful.
• Normalizing struggle: Building a successful clinic that changes your life and your family's life should not be easy.
• Celebrate wins: Most entrepreneurs power past achievements without celebrating; Danny argues you need to mark the "steak moments."
• Reframing frustration: Instead of "Why is this so hard?" shift to "It's supposed to be hard—and that's why it will feel incredible when it works."

Lessons & Takeaways

• Hard work makes reward meaningful: Wins feel better when they're earned through discomfort, sacrifice, and persistence.
• You need contrast: Without the "shitty stuff," victories don't stand out—you need struggle to appreciate success.
• Business is not meant to be easy: A clinic that creates time and financial freedom will demand hard things from you.
• Struggle is not a sign you're failing: It's a sign you're doing something significant and transformative.
• School and business are similar: Graduation and growth feel good precisely because the journey is challenging.
• Positive reinforcement matters: Celebrating wins keeps you moving through the next tough stretch.

Mindset & Motivation

• Embrace the hard: Instead of resenting the grind, accept that it's the price of a different life.
• You're not broken: Being tired, stretched, and challenged doesn't mean you picked the wrong path.
• Remember what's at stake: A successful clinic can change your family's finances, your time, and your identity.
• Reframe the question: Move from "Why is this so hard?" to "Who am I becoming because I'm doing hard things?"
• Use the steak moment: Have a tangible reward in mind—your version of Texas Roadhouse—to look forward to after big milestones.

Pro Tips for Clinic Owners

• Automate documentation: Use Clair to remove hours of note writing and free up time for life outside the clinic.
• Define your "steak": Choose a specific reward (trip, dinner, purchase) you'll give yourself after a big business milestone.
• Track your wins: Keep a running list of milestones reached so you can look back and see your progress.
• Expect friction: When something feels hard, remind yourself: "This is exactly what I signed up for."
• Build celebration into your plan: Schedule a pause to celebrate when you hit revenue, hire, or space goals.

Notable Quotes "If you don't have the shitty stuff, then it doesn't feel very good whenever you get the good stuff." "Why would something that changes your life be easy?" "Anything meaningful—like a successful clinic—should be hard." "If you can just reframe from 'Why is this hard?' to 'This is supposed to be hard,' it changes everything." "The hard part is what makes the win feel like the greatest steak you've ever had." Action Items

• Identify one current "hard thing" in your business and consciously reframe it as part of what makes your future success meaningful.
• Pick a specific reward you'll give yourself when you hit your next major milestone.
• Write down three big wins you've already earned and how hard you worked for them.
• Consider trying Clair for a 7-day free trial to reclaim documentation time.
• Share this story with a spouse, partner, or friend so they understand why you're pushing through the hard season.

Programs Mentioned

• PT Biz Part-Time to Full-Time 5-Day Challenge (Free): Get crystal clear on how much money you need to replace, how many people you need to see, and the strategies to go from side hustle to full-time practice owner. Join here.

Resources & Links

• PT Biz Website
• Free 5-Day PT Biz Challenge
• MeetClair AI — Free 7-day trial for PTs

About the Host: Doc Danny Matta — physical therapist, entrepreneur, and founder of PT Biz and Athlete's Potential. He's helped over 1,000 clinicians start, grow, scale, and sometimes sell their cash practices and is dedicated to helping PTs build businesses that create true time and financial freedom.