Most conversations about private practice are highlight reels.

But what about the parts no one posts about?

In today’s episode of Selling the Couch, I’m joined by my friend Dr. Justin Dotson, a group practice owner in Memphis, Tennessee, for an honest, real-world conversation about what it actually takes to run (and sustain) a small business as a therapist.

Justin is heading into year 6 of private practice, and I’m in year 11 with STC—so we wanted to pull back the curtain on the things therapists often learn the hard way: pricing, confidence, leadership, loneliness, burnout, and what success really looks like after the early hustle phase.

In this conversation, we cover:

1. Why most therapists start with zero business training (and what to do anyway)
2. The “version 1 vs version 10” trap therapists fall into
3. How Justin set his first fee (and why he’ll never haggle again)
4. A realistic approach to raising rates without spiraling
5. Why “don’t base your business on someone else’s secret” matters more than ever
6. The hidden loneliness of entrepreneurship (no-shows, cancellations, declined cards, overhead)
7. How becoming a business owner changes you—emotionally, mentally, and relationally
8. Managing burnout + anxiety while still showing up for clients
9. The leadership challenges that come with scaling and relinquishing control
10. How to build trust in yourself by keeping your word to yourself

If you’re in private practice, thinking about starting one, or navigating the messy middle of business ownership... this episode will feel like a deep exhale.

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Resources:

Building and managing the practice you truly want can feel overwhelming. That’s why Alma is here—to help you create not just any practice, but your private practice.

With Alma, you’ll get the tools and resources you need to navigate insurance with ease, connect with referrals that are the right fit for your style, and streamline those time-consuming administrative tasks. That means less time buried in the details and more time focused on delivering exceptional care to your clients.

You support your clients. Alma supports you.

Learn more at sellingthecouch.com/alma and get 2 months FREE–an exclusive offer for STC listeners.

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Want to launch your online course?

Check out our new membership site! Find out more and get on the Haven Waitlist here.

Most podcasts never make a dollar.

Not because the host isn’t talented.

Not because their strategy is bad.

But because they quit too soon, or they measure ROI the wrong way.

In this episode, I break down what 11 years of podcasting (and nearly 2 million downloads) have taught me about building a podcast that actually pays off.

1️⃣ Trust – Deep relational credibility that compounds quietly over time

2️⃣ Longevity – Most quit early; sustainable rhythm wins

3️⃣ Assets – Turn episodes into evergreen SEO infrastructure

Podcasting is not about going viral.

It’s about building something that compounds.

If you’re a therapist building a podcast (or considering it), this episode will help you think beyond downloads, and design something sustainable, profitable, and aligned.

Resources:

Want to launch your online course?

Check out our new membership site! Find out more and get on the Haven Waitlist here.

In this deeply honest and practical conversation, I’m joined by fellow clinician and creative coach TJ Walsh as we explore what it means to evolve your brand in real time — especially when your identity as a therapist is shifting.

TJ introduces a simple but powerful framework:

Push. Pull. Propel.

It’s a guide for navigating professional discomfort, emerging desires, and the momentum that comes from integrating both.

We talk about:

* Why branding is worked out in real time

* Letting go of perfectionism and overthinking

* The emotional cost of being “the product” in therapy work

* How to know when it’s time to pivot

* Building Quiet Builder and navigating multiple identities

* Intuitive practices for clarity and alignment

* Why slow growth is often the greatest gift

If you're in a season of change — whether it's launching a new offer, exploring a new part of yourself, or simply wondering “what’s next?” — this one is for you.

Resources:

Want to launch your online course?

Check out our new membership site! Find out more and get on the Haven Waitlist here.