Last night on my flight to Glasgow I finished reading Chris Anderson’s latest and, yet again, was provoked into thinking deeply about dentistry and also my own coaching practice.

I would consider this book a “must read” alongside “Tribes” by Seth Godin.

In “The Long Tail” Anderson explained how the internet has opened up new markets by allowing minute purchases of obscure products and services to become profitable.

In “Free” he shows how the web has overturned many traditional economic beliefs around services that can be given away as “sprats to catch mackerels”.

Fascinating and very relevant to dentistry and consultancy.

My brain is beginning to ponder how that would look in dentistry – what would you have to/could you give away for free, so as to encourage footfall and the purchase of more profitable services?

Is the development of the CACCU, the first step in that evolutionary cycle?


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.