Smile Business Diaries Conversation with Dr Steven Truong

This transcript has been reviewed by AI and may contain inaccuracies

Maria Cabanellas: Welcome, Dr. Steve Truong. How are you?

Dr. Steve Truong: Doing great. How are you, Maria?

Maria Cabanellas: Great! Amazing to have you. I know you're probably one of the most humble dentists I’ve ever met, and I know it’s going to be tough for you to open up about yourself a little bit here, but I really believe that you have such great stuff to share with the world, and I see it firsthand. So, whether you believe it or not, I believe in you.

Dr. Steve Truong: Yeah, so thankful. I hate this stuff, for sure, but I’m happy to be here to share, and thanks for believing in me, for sure.

Maria Cabanellas: Absolutely. Would you start off the conversation by just giving us a background of who you are as a person, who you are as a dentist, and what your practice is like today?

Dr. Steve Truong: Sure. Obviously, I’ll try to hit some highlights here.

Overall, I come from an immigrant family—a Vietnamese family. We moved to Tulsa—

Maria Cabanellas: Represent!

Dr. Steve Truong: (Laughs) Represent!

I was born in Tulsa, Oklahoma, and I ended up going to college at Oklahoma State and then dental school at the University of Oklahoma here in Oklahoma City. I met my wife—she won the arm wrestle—so we’re here in Oklahoma City.

Anyway, a lot of humble beginnings, but in the end, we have a practice here in downtown Oklahoma City. I started from scratch and tried to create something different.

When we opened, we had the mindset of, “Hey, if this doesn’t work out, we’ll just go bankrupt and move to the outskirts of town. I’ll still be a dentist.”

That was the mindset we had to have to come here. I think everyone else kind of thought it was crazy—just going back into the city and starting from scratch. We didn’t know what was going to happen.

Fast forward—fortunately, the city grew as we had hoped. And here we are, with a practice downtown, two other associates, and we’re growing and expanding.

That momentum has surpassed anything I ever imagined. I literally started as a one-man chef in a kitchen, thinking, “If this works, great. If I can see just one patient, that’d be wonderful. If anybody believes in me, that’s great too.”

And here we are, surpassing all of our dreams—even sitting here with you. It’s crazy.

Maria Cabanellas: Oh my goodness! Well, I can say that you definitely built that and earned it yourself.

You mentioned something about having that mentality of “this has to work or nothing.” I think that’s important. I think the majority of successful people have that mindset—there is no other option.

That’s very admirable that you were able to do it and now show proof of it.

Can you tell me—you said you strived for an office that was different than others. What was your thought process in that? What exactly were you going for?

Dr. Steve Truong: Well, we had associateships. We worked for corporate. We had maybe five years of being out, working on our craft, and going through experiences—not too much vision at first.

But as we were going through that, I felt like there was something else that could be done for our industry.

At least take an attempt to try to create that—both for our team and the culture.

I think natural, day-to-day dentistry can be very negative. We’re always focusing on problems. We’re problem solvers.

So, even the gratitude of where we’re at, what we’ve accomplished, and how we’ve helped—it gets buried for high achievers because we’re always thinking about the next issue, the next problem.

I wanted to do something different—create an environment that allows dentists to excel but without being so naturally negative.

It’s still an experiment—it still is—but I’m trying to put systems in place to create that for our team.

And, of course, for our patients. As most comprehensive care clinics and dentists now know, the patient experience is crucial.

It’s hard for the public to see us as anything but the enemy sometimes. So, I wanted to change that too.

Those two ideas—the team culture and the patient experience—are the main vision points we’re trying to change through our systems.

Maria Cabanellas: But would you say that you’ve achieved it at this point, or is it still a work in progress?

Dr. Steve Truong: Oh, a work in progress. Every day. Every day, like it drifts back and forth and, and, and just like anything else, we have to choose our struggle, right? So, if we’re choosing one and, and fighting for that, there’s always going to be the other side. And there’s always somebody gonna call out on that side as well. So, it’s really sticking to your vision and goals and stuff. So, it is a struggle every day though. I think everybody knows that.

Maria Cabanellas: Well, you know, you may have all the answers. Who knows?

Dr. Steve Truong: Right, right. As my gray hairs show, no, definitely not.

Maria Cabanellas: Hello! I’m just taking a quick break from this podcast interview to tell you how you can get started with DSD. If there was anything that our guest has mentioned that strikes a chord with you, or you are curious about becoming a DSD Clinic, I encourage you to book a call with me. This is a 30-minute, no-obligation, information-sharing session in which I can answer your questions about DSD and discuss your options based on your unique circumstances. The link to schedule a call with me can be found in the notes on this episode. Now, back to the interview.

Maria Cabanellas: So, you know, that perception for the patient to, to come in, in a different mentality, in a different state is, is what it sounds like you’re trying to achieve. It’s like something like Mount Everest that you’re trying to accomplish in dentistry because, you know, there’s so many influences out there that, that go against you in, in this regard—from the movies, from, you know, the, the childhood experiences, and all these things that take place, right? But looking from the outside in, in what you’re doing, there’s some pieces that I feel have really contributed to that for you before they even get to your office.

Can you explain, like, what are you doing specifically before even having to talk to the patient? How are you getting this idea in their minds that, hey, we’re different than others?

Dr. Steve Truong: I, I really think it’s, uh, I mean, Christian talks about it, and I, this is the reason why I think we resonate with DSD and, and all the things, but I think the, um, it really wasn’t like trying to be, uh, like stand out, but more like readdressing the barriers that patients kind of have and trying to recreate those touch points. And, um, and just, and just go through that list and, and study that and then really just find solutions on each of those touch points.

It’s kind of like, um, but it’s never one, one fail swoop of like, man, if I made one awesome website, everybody’s like, oh my God, I’m not scared of the dentist anymore, you know? So, it’s one of the things that, like, I, I feel like it’s the small things. Let me give an example, I guess, would be, um, if patients, like, they think dentistry can be scary, um, and, uh, clinically and they don’t like—so some of our social media, um, which we’ve also got feedback on, but our social media doesn’t really focus as much on the clinical standpoint. So, we don’t show a lot of, like, before and after or, or really kind of surgical things and, and all that stuff. And so, when people are looking for us, um, we just felt like the anxiety side of it, um, we try—just, just one little touch point there is like, hey, let’s not show them, like, too much of what we’re doing to their teeth or to their stuff.

And so, yeah, um, and be intentional there. And, and people also, like, enjoy coming to the dentist where people are more like, I don’t know, have a better attitude when they come in. And so, we wanted to show that a little bit more. I think offices have that in there, but they just don’t, they don’t, um, they don’t show that joy and that gratitude as much, I feel like. So, we’re just trying to just pivot on small things like that. And like I said, if it works, it doesn’t work, we don’t know. It’s an experiment half the time.

And then it’s like, yes, I mean, that’s really what it is. But that was just our vision and mission. And so, to answer your question, it really isn’t one fell swoop. Um, even the, even the website itself, like, um, we try to just show a little bit of, uh, dynamic to each of our team members. Most, I think, websites, it’s just easier and less costly, um, when you don’t put your team on there and you just put “Meet the Doctor” because the team usually rotates, you know, through. And so, I would love to not have to do new profile photos every time we change, but again, according to the vision and the mission, it’s like, let’s show them, like, the smiling faces of our, of our team and really the, what their hobbies are. So, small things like that, and we just go from there.

Again, just testing it out, and we don’t know if it works or not, but we just, just do it.

Maria Cabanellas: So, so you do invest in, in every time you get a new employee, you, you invest in that portfolio or that, um, profile of the person to, to humanize, right? To give that human touch? Is that safe to say for your strategy?

Dr. Steven Truong: Yeah

Maria Cabanellas: Yeah, I’m really happy that you brought up your website because, uh, you know, DSD is very involved with marketing and, and, um, you know, the first impression and, and attracting patients. So, uh, part of our marketing team actually pointed out to me because they’re like, “Oh, you’re going to be talking to Steve, you gotta mention this.” So, okay, I’m kind of nervous about this.

Dr. Steve Truong: (Laughs) We’ll see.

Maria Cabanellas: It’s good, it’s good. Um, you got major compliments on your website, which is a huge one, right, from a marketing team. So, uh, one of the specific things that we could tell that you, you do different—and you already said it—is giving that perception of, “Hey, we’re not your traditional dentist, we’re different,” right? And we exhibit this fun, you know, just good-spirited energy throughout.

So, when you scroll across your profile photo on your "About Me"—you know where I’m going—there’s an image that pops up out of the blue, and it catches your eye. Very orange.

Dr. Steve Truong: (Laughs) Yeah, yeah, yeah.

Maria Cabanellas: Yeah, and so you have, like, this goofy image. So there’s, like, the serious professional image, and then you scroll over it, and then you have this bright orange hair and big glasses and a big smile, and it just really shows that goofy side of you, that playful side, that I think eliminates the barrier of that fear, right? Which is one of the number one causes that patients don’t even show up.

So, doing that, we think it’s brilliant, honestly. I think you’ve untapped something that a lot of offices should consider, which is: be vulnerable, show that goofy side. So, would you explain the thought process behind it? Like, how did you come to that? Because it’s just genius.

Dr. Steve Truong: Uh, honestly, I, um, it was random. But you’re right, I think it was still part of that vision of, like, gosh, one of the barrier touch points where, like, we can do a serious professional—because we all, including me, like, I would love our professionals that we’re paying for service, like, to be serious about their job, you know, and be good at it. And, um, so that part is important.

But also, like, it does humanize, like you kind of mentioned there. It’s like, we’re all humans. And I think one of the, um, one of the barriers is, like, meeting a dentist that isn’t caring or isn’t human, or that just comes in and, and fighting the stigma of, like, dentists being greedy, or they come and just, um, not caring—a lot of that stigma.

And so that was kind of like, all right, how do we show them that we are just as human as you guys are and have a good time, and also, um, you know, enjoy ourselves whenever we’re off time? What do we like to do as well? So it’s really kind of exposing that.

Obviously, the orange—it could be translated differently. Oklahoma State was, um, was my alma mater, so that was one. The OKC Thunder also has some orange in there. And I think the basketball is just my own hobby. And anyway, so that just came up. I don’t think there’s any theme of, like, that’s who I am, like a knight at night or anything like that.

Maria Cabanellas: (Laughs) Yeah, yeah, yeah.

Maria Cabanellas: So, what’s, like, what has come out of that? Have you had any experiences where patients were like, “Oh, this was what made me want to come here,” or, you know, has it shown results?

Dr. Steve Truong: Yeah, I mean, I think they, um, I mean, they don’t specifically call out that photo, but I think most of the people that come in, when we ask them, like, “Hey, you know, there’s so many—we’re downtown—like, why’d you choose us?” They said, yeah, they were creeping on us, and they just seemed like the vibe was just, um, just friendly, and they weren’t as afraid.

And somehow, like I said, I don’t know if it’s that photo or just all the small touch points added in, but it does give them a little bit—it at least removes those barriers for those particular patients.

But maybe the ones that—it might be pushing those that are like, “I want professional, best of the best, top dog, ninety awards over their names, scrolling kind of thing.” Like, we just didn’t—even if we have awards, like, we don’t, we don’t really, I don’t know, show that too much, because it really doesn’t matter. It’s really a person caring for another person, and I feel like that was the message that we kind of really wanted to show.

Maria Cabanellas: And I would assume that, you know, those patients that you, you lose—if you want to call it that—by not being that, you know, degrees-on-the-wall person, um, or at least portraying that to the audience or the patients, right, I would assume that that would create a different atmosphere in the office too, because of the type of patient that you’re getting now. Have you experienced anything like that?

Dr. Steve Truong: Yeah, yeah, no, you, you nailed it. Um, if anything, it's attracted—which I wasn't planning on—but it's like a high anxiety. Um, so it comes with the pros and cons of that, of course. Um, but high anxiety people love, uh, like, because it removed those barriers, right? They find it like, okay, I haven't been in a long time because I was scared, but these guys seem nice, and they seem normal, and they seem normal with my chair and all that. But anyways, yes. But they, yeah, less fearful. Um, so they, they come in, then they tell their fearful anxiety patients, and then they creep on it. So somehow that momentum, um, has created—which is amazing.

We want to—one of our goals is to move from kind of like an unhealthy, you know, um, to healthy, you know, or health kind of situation. And, and the only barrier is them just being scared. They might have financial, you know, ability, and they might have—they still value their teeth—but that’s one barrier. So that, that became, that became our thing. We didn’t really seek out for that.

Maria Cabanellas: Interesting.

Dr. Steve Truong: But of course, the other side of that is like, uh, managing anxiety patients every single day can almost be like, man, I should have a therapy, uh, degree or like, like that should have been like, uh, if it's a question of like, what are you gonna tell, like, a dental student? It's like, therapy. Like, you need to, like, get a degree—get a degree. (Laughs) No, I was joking.

Maria Cabanellas: But a lot of that does—yeah, you don’t—I don’t know that many think about, because I didn’t even think about that until you mentioned it, that, you know, you write your list of all the common problems or barriers that keep patients from walking through your door, and you're addressing the one of fear, which is one of the top ones, right? So, you, you create this strategy, you portray yourself as this fun, cool dentist, and then they come to you, and then you don't think, "Oh, but I've been attracting the thing that I'm trying to overcome now." And so now there's another plan that you have to put in.

Dr. Steve Truong: No, that's totally it. That's totally it. Yeah, yeah, yeah.

Maria Cabanellas: So, I mean, are you happy with, with the way it went? Is this good for the practice?

Dr. Steve Truong: Yeah, no, no, no, it, it’s, it’s great. Um, we still do comprehensive dentistry. It’s just on anxious patients. So, we recreated, like, obviously giving IV, uh, solution, IV sedation solutions, oral sedation, you know, things like that, where I wasn’t—that wasn’t like, "Oh my gosh, that’s what we’re focusing on to, you know, to put people under." It’s like—but it became, um, a solution for our patients that, you know, our demographic has started to come in. So, um, so really just adapting to that.

But we love it. I mean, we’re—like I said, the impact is just changing somebody that really didn’t want to go to the dentist because of fear to getting them to have healthy and keep their teeth for life. Like, it’s, it’s—that’s the win there.

Maria Cabanellas: Yeah, yeah.

Dr. Steve Truong: And even our young demographic, uh, a lot of people, um, mentioned that, like, you're gonna get healthy patients, and, um, and in where we're at, it's like, you won't, you won't fix very much teeth, you know, things like that, where, um, but with, with those fearful anxiety patients, it's—they have a lot of work that needs to be done, and they just have held off for it for so long, you know? And so, to treat them comprehensively through DSD and, and all the things, like, to really show them what's going on, like, it's been, it's been so beautiful, I feel like. Uh, and, and to double down on that, obviously, is what we would like to try to do and be there.

But then comes another element, which is like getting the team, like, mentally and, and prepared, and, and having the skills, you know, to handle anxiety versus, like, calling them a baby all the time when we had, like, to put topical, you know, like, on them. It's like, guys, you know, that we have a high—like, you can't just throw it out, like, you know.

Maria Cabanellas: So, you, you created this, this, uh, atmosphere for your office, in a sense. And that was actually going to be my next question, is, um, asking about your team. Because again, you know, we all have our, our opinions, our perceptions of, of how others are. And I can honestly say, like, the way you are with your team—and even on social media—like, you guys post a lot of videos of games and having fun, and it's all like happy times. I would, I would think that because you are focused a lot on the fearful patient, on the anxiety-type patients, it, it almost like forces you to have to be that way each and every day, right? To have to be the, the happy person in the office, and, and keep your spirits lifted. Because the moment you drop it, I mean, that's, that's the whole business there, right?

Dr. Steve Truong: Yeah, no, that—you nailed it. I think if, uh, if I had to pick probably one of the top challenges we have right now is, is growing on a skill set level and keeping everybody accountable, doing the things, focusing on the problems—like we were talking about, right?—on how to be better, but also keep the energy up. Because we are doing great things. And to see that positive, that balance between ambition and gratitude.

Dr. Steve Truong: I feel like it’s, it’s, it’s, it’s an everyday thing. Um, and, and yeah, you’re right though. But overall, like, I have to—I have to be the one that shows up and, like, and you know, not problems on my shoulder, not like—we’re just, we’re gonna be grateful, and we’re going to move forward with the energy so they could feel it from us too. But it’s so important because the patient, as you know, they walk in and the front desk is like, “Hey, how are you?” And they’re like—it’s like they’re gone, like, like with our patients they’re like, “Man, I thought this place was, like, hype.” So expectations are high, you know, when they’re coming in sometimes, if they’re, if they’re looking for that.

Maria Cabanellas: So how do you manage that though if, if somebody’s just having an off day, you know, or just something happened in their personal life, let’s say, and, and it’s affecting them in their job at the moment? How, how do you manage that?

Dr. Steve Truong: We just fire them, and we just don’t take that as advice. (Laughs)

Maria Cabanellas: (Laughs) That’s it. It’s black and white.

Dr. Steve Truong: No, no, it’s, um, it’s really honestly just meeting them where they’re at. Now, in the past, um, it was definitely with the small Navy SEAL team. I was able to be there when those times came, and we’d just have conversations, and we’d just literally have, like, heart-to-hearts. And, and if something’s bothering them and you can’t shake it, then, then we just move positions. If you need to be out, we’ll sub out and, and do certain things like that. But the patient experience, like, has to come first. And so they should understand that. We can usually discuss that, and, um, and they would understand that, and we want to be there for the team as well because you can’t be perfect and happy all the time.

Maria Cabanellas: Right.

Dr. Steve Truong: Um, and then creating a team that can sub out, I think that’s really another part of the logistic side of that. If you, if you can’t, um, if it’s too much for you right now, like, um, our motto is like, if somebody’s having a bad day, um, like, borrow your—like, let them borrow your energy for that, because when you have a bad day, you’re going to need to, kind of, like, borrow it. So that’s kind of the mentality. But as we’re growing larger and larger, I think the struggle is, um, just being there in time. Like, I think, um, team members—I can’t, I can’t hear everything like I used to. It’s like—it’s like leading a Navy SEAL team is very different skills than leading an army kind of scenario. So it, it, it’s—you give and take. Like I said, we’re going for the balance of, of choices there.

Maria Cabanellas: Yeah, and I mean, you’ve grown tremendously, I believe, since you first opened, right? And, um, now today you, you have a pretty big staff, I would assume, or say. Uh, can you, yeah, just lay it out for everyone to understand, like, how your office is running today, how many team members, and, and all that?

Dr. Steve Truong: Sure, we could. Um, so we started with, like I said, from scratch. So, it was just me, um, cleaning the bathrooms, answering the phone calls, uh, doing, doing cleanings. For you dentists out there that are doing, you know, cleanings and stuff, I know how that feels. Um, and, uh, and we just kind of built from there.

The, uh, into a Navy SEAL team, and then it, it was good. I mean, we were able to, like, move, be productive—a small team, uh, effective. Um, and then as we grow, and, and the growth challenges that come up, um, as we add new players, add more skills, um, and really balancing the—gosh, just the multi-generational culture, like, everybody is just so different. And they have—and wokeness. Oh gosh. And, uh, but in the end, um, like I mentioned, I think what got me through it is, um, is the mentality of, like, I didn’t expect to even have, like, the six-team, you know, like the six-man team and the one-man kitchen.

And the fact that we’re going, yeah, and, and maybe the idea of, like, I’ve already been through the worst kind of thing. So it’s like that mentality. And then, and so if the challenges come up as it grows, that’s like—I have to, to keep that energy that you were talking about. It’s like I have to understand, like, um, that I’ve been through worse. Like, this, this started from scratch, from nothing. Like, I was cleaning the bathrooms. Like, having somebody help me do that right now or paying somebody to do this, like, that—that’s already a positive. So that’s the only way that I can, like, um, find that energy, or else I’ll just be looking for the next, like, problem.

And so, as we grow, again, a little bit at a time, facing the challenges, facing the failures, facing the new stuff, like—and then we just—anyways, I’ve gotten to this point where we have 25 team members now, um, as mentioned, two associates. And, and that, like, that was definitely not the, like, the vision. Um, I thought I just can, uh, like, take the risk myself. And the last thing I want is to, to—if this thing doesn’t do well, like, drag somebody else down with us and stuff like that. I was like, no, let’s, let’s just lay it on our backs.

But I think the biggest, hardest part is, like, trying to, um, just distribute that energy and, and, and what we’re shooting for.

Maria Cabanellas: Yeah, yeah. So, I mean, I know you can help pick up your team with the energy, but if—when you are not feeling it yourself, who covers for you?

Dr. Steve Truong: Well, now that we, uh, we’ve grown, this year has been a big year of trying to develop, like, a structure for leaders and other things. So, we try our best to, to still have that mentality of like, “Guys, you guys have to, like, be the ones that carry that, that positive energy and all the things,” but, um, but it’s still tough. Uh, I think you’re fighting the multi-generation, everybody’s mental space there, along with the industry of always being negative. So, you’re, like, double fighting. So, the bigger we are, like, the bigger the battle.

So, um, to answer your question, it’s, it’s people sub in where they can, you know, and we sub.

Maria Cabanellas: But, you know, that’s, that’s what makes a good leader, right, is, is that you sacrifice yourself, really, for your company and, and your team. And, and it shows very well through you. So, um, one thing that you mentioned—and, and I’m going to rephrase it because this is how I heard it—but, um, maybe you can expand on it.

I, I see a lot of controversy in how dentists and the team, um, the relationship there. And there’s, there’s more than one side, right? And, and I’ve seen sometimes that dentists will assume the, the role of just being ungrateful for, for certain people or certain tasks and, um, a lot of complaints, right? That, that negative energy you’re talking about, it, it, it can drown you really easily. And I, I see sometimes dentists get trapped in that where they’re like, “Oh, you know, my assistant called off again. This happened again. They didn’t get the right instrument,” and, and the reaction is different than what I see from you and your team.

And, um, the one component that I feel you carry, that, that I would love to see more in dentistry—and I think that you are pioneering it, honestly—is the gratitude piece. Like you said, you know, um, you did everything yourself—cleaning, scrubbing the bathroom floors, and all that. It’s to, to look at your team and say, “I’m so thankful for you, even in your flaws.” I think that’s something we don’t see much of, unfortunately. And, and I would personally—I, I, you know, I worked in an office myself, and, um, I’ve been on the other side, so I, I’ve seen it firsthand.

Do you have anything to say on that? Is there anything you can share on your opinion?

Dr. Steve Truong: Honestly, I, um, I, I—even before this podcast, I was thinking, um, I was like, why, why am I even, like, nervous about the podcast? So that’s how deep it kind of went, you know? And, like, what, what wires me, or what events kind of made me, like, um, um, just be this embarrassing, slouchy, humble—whatever, if you want to call it that way. And, and I found—I think I found where it was at. And, um, and I think it, it’ll answer your question throughout time—no worries.

But, uh, but I started with, um, when I applied, um, to, uh, dental school. And, uh, so during my past, it was always about well-roundedness. Like, I hung out with different groups of people. Like, our high school graduated a thousand people. It was typical, like, a Mean Girls kind of show where, like, you have the cool Asians, and you have, like, the—the, like, all the different, like, um, genres of groups that people—like, I hung out with all of them.

And, um, and so being well-rounded was, was my main goal until I applied to dental school. And I thought my GPA and my well-roundedness was going to be good enough. And, um, and so I applied—didn’t make it. Second time, I’m like, well, maybe I’ll just do it again and try—didn’t make it. Third time also—finally didn’t. Fourth time—to apply.

So, that was probably the most humble, like, universe, God, whatever you want to say. It’s like, “Steve, I think, uh, you were going to be so arrogant getting in that I needed to humble you—not twice, three times, and four times, like, to get, to get in.” And so, um, after that, it was like, gosh, my GPA—it was a 3.3 back in, back then, you know, um, it was still competitive—but 3.3 GPA going in and rejected multiple times.

And I just thought to myself, like, dang, man. I’m like—I finally realized that I’m not really that, maybe that smart, you know? And so that, like, triggered me, um, to go on this deep, deep, like, “Hey, I’ve never”—like, it scarred me. Like, I don’t think I’m going to be smart enough to hang with these guys, so let’s double down on education. So, if somebody’s reading it once, I’ve got to read it four times. If somebody’s, like, learning it with—like, I’ve got to take extra CE.

And so, after that, like, I think the growth—the mentality of, like, always being the smallest fish in the biggest pond, um, and accepting failure and almost getting used to it—almost, like, like that’s what I enjoyed being because I was so comfortable there.

And, um, and so I just grew, but I learned, and I, like, studied. It forces me, it’s like, man, if I don’t, if I don’t learn—like, take these nine different courses, you know, before I go and treat this patient, you know? And, and I think through time that, that ended up, um, creating who I am today and my clinical skills and all that stuff, but it wasn’t from a natural standpoint. I think it was more of a, um, like, I wasn’t enough. Like, it started that, and then the hunger for knowledge and CE and all the things, that’s what helped me get the confidence back. So therefore, I hope to have a little more, like, confident humility to it.

But in the end, it’s, um—or in the beginning, it started like that. And, um, and so I feel like that is always a constant reminder. Even when we started the practice, as we said, it’s like, “Hey, if it doesn’t work, like, we’ll be fine. We’re just gonna study, figure it out.” Like, you know, if we fail, I’m used to it, it’s no big deal. Like, I’ve survived it. Like, no, nothing—like, we’ll be okay. And, um, um, and having that, I guess, throughout my life, uh, and still finding the other end and finding solutions to it, and we end up being okay, um, really, like, like, I think primed my mind.

And so then comes the team—back to your question—is like, so when, um, team members have the same, like, failure, judgment, like, uh, mentality of, of nitpicking and, and all the things, um, I have this, like, I don’t know why, when we have this one-on-one, if somebody brings up like, “Hey, she keeps, she keeps, uh, bringing this up,” or something, then we just have a heart-to-heart, one-on-one. It’s like, “Hey, is there something else? Like, but is this person, like, not—” and then we just go there. And usually, it rolls into a, “Have you, like, what’s your failure? Like, what’s your weakness? What’s your strength? Is somebody else coming for you? Like, what’s going—” so it ends up being like a very, uh, like, heart-to-heart conversation of, like, being understanding, empathetic. “Are you perfect? Are you casting the first stone?” You know, like—

Maria Cabanellas: Look at us, like, replicating your own, like, conversation with yourself to others.

Dr. Steve Truong: Got it. That’s it. That’s it. And so, um, but I didn’t realize that, right? It’s just that empathy, or that, that sense of fear, or a sense of judgment to make you feel better about your—all that, like, like, was, was—

Maria Cabanellas: No, it’s beautiful. I, I feel like people—not just dentists—people should, should ask themselves those questions more, right? And, and to be able to radiate that into others, you know? That’s, I think, a challenge that most people have, is to, to get people to see, “Hey, um, I could be wrong, and there could be other ways,” and, you know. So that’s, that’s a great point, that maybe that is what’s holding some people back in order to, to help themselves grow and expand their office. And I do believe that’s one of the biggest pieces to your success, is, you know, just who you are as a person and who you’ve become over time to, to, to have what you have today.

Dr. Steve Truong: Oh, stop it, Maria.

Maria Cabanellas: I’m sorry! (Laughs)

Dr. Steve Truong: I’m joking. Just pay me later. Pay me.

Maria Cabanellas: Yeah, yeah, 20 bucks, 20 bucks.

Dr. Steve Truong: 20’s fine.

Maria Cabanellas: No, um, is there anything else that you can say has, has been, like, just a pivotal moment for you, um, in your success for the office? You know, besides yourself and, and the lessons you’ve learned, um, any tools, any, you know, major life events, that sort of stuff?

Dr. Steve Truong: Yeah, um, I was actually thinking, even for DSD, um, just to tie up with, um, my story, is that, um, what caught my attention when we went to—with—to see Christian speak and at DSD was, um, the one slide I remember. Because as I told you, like, to be the first at something, I’m like, “Heck no.” I’m, like, the last at anything, right? It’s like, “No way. Bottom of the line.” Like, you know, um, all the things.

And then, uh, what—“Be the best?” That’s—nope, that’s not it either. Like, I’m not going to be, like, the best.

Maria Cabanellas: Yeah, yeah.

Dr. Steve Truong: I’m like, “I don’t like that. That’s not—like, I’m just—and still, that’s why I’m here.” But then when he said, like, “Or be different,” so what? I was like, “Okay.” Like, that resonated with me so well. I’m like, “What you need to be, to stand out,” was like, “Be the first, be the best, or be different.” And I was like, “Okay, okay.” Like, that, that, that moment there was when I, I think, embraced, like, my, my failures, my, my, my strengths, you know, um, and more well-roundedness, you know, of, of the past, and, and trying to, um, and trying to do that. And I was like, “Okay, I think from what I’ve learned, I definitely can be—can try to be different.”

Dr. Steve Truong: And, um, and I think that that moment and just—and then that’s where it came up with the whole, like, uh, touch points and, and, and that we’re creating on a standpoint of like, “Let’s just do something different.” So, whatever is out there, like, don’t look at it. Let’s see what the problem is, um, what the barrier is, and, and create different solutions, and have the team put in their minds. And, and I think most of the leaders here, um, on DSD, also, like, read books from other industries and all this stuff like that. But that, that, that also fell in line for me too. It’s like, I don’t want to recycle what’s happening in dentistry. So, we just, um—so let’s do that. And so let’s be different.

And that’s where it, like, I think it all came from—even the picture thing. Like, we, we did kind of make that up ourselves in a way, but we also saw another website that somebody had that general idea. So, I know, like, we’re not creating something brand new, brand new, but we’re definitely trying to, um, just reevaluate the problem and create something different instead of being, like, the best, you know, full mouth and show all these before and after cases and stuff. Um, and, and not saying that we can or can’t be, I just don’t think that—I think that was a pivotal moment of the direction of our practice.

Maria Cabanellas: Absolutely. Thank you for sharing that. So, I mean, you were already on that avenue, I believe, of, of looking for differentiation from the beginning, right? Of, um, attracting those fearful, anxiety-driven patients. What can you say DSD has, um, done differently from what you were already doing? Like, how did it help specifically, uh, in a different way?

Dr. Steve Truong: Oh my gosh, okay, yeah. So, already with anxiety patients, um, they’re already nervous to come in, so you can, you can feel that. Uh, anything that we’re going to say, um, if our energy, our enthusiasm, all that stuff, charisma is just—even it can carry through, but you can’t have that consistent, like, all the time. You’re kind of basing that energy—kind of like the first few questions you kind of asked, like, how do you keep that up and all? So, we can’t count on that. Um, but it does help with that to get through, and sometimes there’s case acceptance, and, and they understand, and they build that trust, and they’re willing to do the treatment and, and get through it, right?

But with DSD, it was like I didn’t have to completely depend on my mood or my energy that, uh, appointment or that day where a patient comes in, hasn’t been in 10 years, lots of problems, so nervous, but this tooth is, like, abscessed all the way. So, we’re like, “Okay, let’s just take this opportunity to kind of be able to build that trust.” But then when—but to show, um, like, just the photos and the design and, and DSD to educate—oh my God, they’re just like, “Okay, okay, okay. You guys are nice, and you guys know what you’re doing, and this is like a vision that you could, like, create at the end for me, and I’m going to be a healthier person being here.” Like, it literally closed the other half, and it made our, uh, our philosophies just more consistent.

Maria Cabanellas: That’s a good point. I think people don’t realize how much energy goes into just being there, being present, right? And, and you have not only to, to convince the patient that this is the right treatment for them and to go forward, but you also have to do the treatment. And so, by the point of which you’ve already gotten through the presentation, and you’ve had the conversation, it leaves, like, this much energy to, to do the work. So, I mean, having this tool in your belt now, how has this impacted you, you know, not just in business, but in your everyday life? Like, have you noticed a difference at all?

Dr. Steve Truong: Yeah, no, it’s—honestly, it’s—I mean, not to just echo Christian and stuff, but to me, it, it truly is like a fulfillment kind of situation. I, I feel like, um, I can’t believe that I’m 15—to say that I’m 15 years out, um, and then having younger dentists or having, um, just kind of meet them or see other offices, um, randomly, it’s like, it’s—I think the energy or the passion for the—for dentistry, it’s like, um, it can be hard, um, to, like, find and, and, and be in that rhythm. And, um, but DSD for me is like, it shows the impact. Like, again, we’re helping anxiety patients, which is—can be hard to manage and whatnot. But in the end, DSD shows me, like, what their goals can be, and it gets me to the goals of, like, getting them healthier.

And so that, that to me is, like, I don’t know, the impact and the—like, me being a dentist or my—just my mental space of, like, why I come, knowing that there’s always fires in the office. I’m not—I’m not being too fluffy. There’s just always issues and stuff, but, um, but the idea of that, like, carries me through and, like, being proud of our profession.

Maria Cabanellas: Absolutely.

Dr. Steve Truong: So, I don’t know. The price we pay for—to be, you know, all the things—it’s like, it’s worth it to me because it’s kind of like, I don’t know, life-changing, I guess, on that part.

Maria Cabanellas: Absolutely. Thank you for sharing that.

Dr. Steve Truong: I’m a little biased, but it’s nice.

Maria Cabanellas: Sure, I’m sure. I’m sure. So—but you can owe me 20 bucks later for sure, for even—

Dr. Steve Truong: (Laughs) Yeah.

Maria Cabanellas: Now, um, we’re, we’re getting towards the end of, uh, our time, and I, I want to ask you a question from a previous guest. Now we’re doing something new where we’re, we’re linking all the conversations—

Maria Cabanellas: So, okay, what are your thoughts on AI and dentistry and AI in general? How are you using it, and, and your opinions on that?

Dr. Steve Truong: Yeah, um, I think it's awesome. Um, I think AI used, um, for efficiency—it can be used for both efficiency and efficacy, and I think that's what we strive for, um, uh, you know, in general with systems and businesses. And so, I think there’s lots of tools and weapons that can definitely do that. I think dentistry—that could help us with that, um, especially with dentistry as a business owner. Um, it can be very busy, so buying time back is, uh, for a balanced life with kids and, um, trying to be best husband, best kid, best father, best, like, dentist, best employee—like, there’s just so much of that, and all, most of that just deals with having time to have a conversation and communication with that, you know, whoever, um, whatever hat you have on, right?

But AI, to me, will be that, like, helpful or that solution to buy, um, some time back, um, and still not lose the quality. Now, with that said, uh, that’s with me believing that above all, like, relationships and human interaction—I, I do feel that that will always be, um, the core of it all. Uh, and that’s why we’re using it. I think that’s really, um, I think the secret—if it goes astray—is using AI, uh, to not improve those things I think would be, could be a problem.

Maria Cabanellas: Yeah. So, are, are you using any AI tools today?

Dr. Steve Truong: Uh, yeah. Um, we actually just bought microphones—I don’t even think we have one here—but, like, for our, uh, for our operatories to, to help, um, dictate notes because it’s been an accuracy issue and, um, and all the things. So, to kind of hear out what our conversations—because we are basing a lot of our appointments based on, like, education, conversation, their responses. Again, we’re doing anxiety patients, so they want—we want to listen. Um, but to document all that, it’s like, oh my gosh, it’s like hire a medical scribe. And so, it’s like, um, usually we have this hour conversation, and the notes just say, “Patient wants tooth filled. Um, they’ll come back next time. See you later.” So, it’s like, that’s all you got. That’s all you go.

Maria Cabanellas: But the beauty of AI too is, you know, you can say what you need to say—“Patient came in, needs a filling on tooth number 30”—or “say this more professionally and more, you know, like, intricate,” or, you know, and you just give it instructions, and then you have a beautifully accurate written note, and you’re not even typing it, right? It’s—it’s automatically transcribed.

Dr. Steve Truong: Yeah. So, that’s really cool. “Tooth just blown out.” It’s like—I don’t know that really—I don’t know that would go well in, in court in anyway. (Laughs)

Maria Cabanellas: (Laughs) They knew what that meant. “Patient won’t stop chewing.”

Dr. Steve Truong: Yeah, yeah, yeah. “See your shoes.” (Laughs) Um, but no, AI—I love it. I think even when it comes to the clinical standpoint, I think it will also help, um, us, uh, become better clinicians. Again, it’s just—it’s the hard balance between there is going to be, um, when it becomes enabling or a crutch, like, being like a crutch, I guess, on it, you know? Um, that, that—I think that can be probably a future concern, you know, that we’ll run into.

Maria Cabanellas: I agree. You know, it’s wonderful, really. It’s, you know, it’s replacing, like you said, a lot of the busy work that we do. But when it comes down to that human touch and that human connection, there’s nothing else but human connection, right?

Dr. Steve Truong: Yeah.

Maria Cabanellas: So, yeah, I agree with you totally on that.

Dr. Steve Truong: You owe me 20 bucks for that answer. (Laughs)

Maria Cabanellas: (Laughs) Sure, sure. Now, it’s come to that time, and I, I would love to chat with you more, but I want to point out that, you know, to the speakers—because you’re, you’re never going to say it—but you are seriously a superstar. And you have a beautiful office, a wonderful team, like, you really have yourself in a good position today, I, I can tell. And, um, I know that, you know, that winner’s mindset will always continuously tell you to do better, to do more, to be more, and all that. Uh, but you—I just want to take a second to congratulate you on where you are today and, and truly thank you for, for sharing your knowledge with us.

Dr. Steve Truong: Yeah, Maria, thank you so much, even for this time and even inviting us. Like, like I said, I was nervous because the DSD, like, uh, team and, and crew—it’s, it’s the big, it’s the biggest, uh, lake that I’ve been in, and, and I just am so grateful to be here. So, so much.