For those who get the cultural reference: Phil Connors spent 12,400 days stuck in Groundhog Day.
I qualified 12,286 days ago.
Which means I've watched most "new ideas" in physio come round at least twice. Different names. Better branding. Same thing underneath.
Let's be honest. Not much has really changed.
I'm saying that as a clinician and someone who's built, run and sold a large group of clinics in central London.
We've just moved around an infinite circle.
Hands-on was everything. Then overnight "it doesn't work." Now it's quietly creeping back in. We stopped rubbing tendons, then started loading them. And yes, some people still rub them. I see you.
We ditched machines with a three-pin plug. Now they're back. Shinier. Pricier. With graphs that make everyone feel clever.
It's not progress. It's Groundhog Day.
Same ideas. Different decade. Rinse. Repeat. Rehab. Remortgage.
The real skill isn't knowing the latest thing. It's knowing when to use what, when to ignore it and who it's actually for. Every patient, every physio and every clinic owner is standing on a different part of that circle.
Business works the same way.
New model. Scale it. Add one, two, three people. Either too fast or not fast enough and you break it. So you go back to basics and call it a "reset" and pretend it was the plan all along.
Start. Middle. End. Start again.
The profession doesn't move forward. It just moves in circles with differing diameters.
The winners know where they are on the circle. The real winners know when to step off.
And who knows. Maybe even when to get back on.