Sitting down with Dr. Lanny Johnson (world-renowned orthopedic surgeon and prolific medical inventor) was one of the true highlights of my career.
We didn’t just talk about medicine. We talked about business, trust, communication, and one of the most underappreciated keys to success: process.
The parallels between our industries, though wildly different on the surface, were striking.
Rejection Isn’t Always a Failure—It’s a Filter
Dr. Johnson spoke about rejection in a way that reframes the entire concept. Whether it’s a failed patent application, a turned-down opportunity, or a prospect who walks away, his take was clear: Rejection often protects you from the wrong thing.
That’s a lesson I’ve learned in business, too, especially in sales. If a prospective client doesn’t respect your process, it’s better to walk away early.
Expertise Generally Makes You Faster
There’s a false assumption that a longer project timeline equals a higher quality result. Dr. Johnson, however, maintains it’s not about how fast you do something. It’s about how well. Often, if you’ve done the work, built the systems, and refined your process over time, speed becomes a byproduct of clarity and competence.
This is true for surgery, and it’s true for web design. We don’t cut corners; we’ve just done this hundreds of times before.
Trusting the Process Starts With Letting Go
Too often, clients come into a project wanting complete control. If you don’t trust the person you’ve hired, why hire them at all? Dr. Johnson says it best: “I can’t let the patient tell me how to do the operation.”
In web design, trying to micromanage every design decision results in a Frankenstein product. The best results come when the client lets the expert lead and the expert remains aligned with the client’s goals.
The Power of Saying “No”
One of the most valuable takeaways from our talk was about discernment: knowing when to say “no” is essential, and this is a skill that can be honed. Dr. Johnson emphasizes that business owners can learn to recognize the “tip of the iceberg”—a small issue early in the relationship that often signals deeper problems ahead.
I’ve learned the hard way that not every sale is a win. When expectations aren’t aligned, no amount of effort fixes that. Saying, “I don’t think I can do what you’re hoping for” is professional, not pessimistic.
Your Website Is More Than Just a Website
During our conversation, Dr. Johnson shared that his website has helped him land major opportunities—not by selling, but by signaling. He explained that it offers credibility, reflects attention to detail, and builds trust before a conversation even starts.
That’s the power of a well-built site: It’s your brand’s first impression, and a silent validator of everything you claim. For serious entrepreneurs, your site is not a line item; it’s a trust builder.
Silent Killers: The Hidden Risks of Poor Process
A standout moment from our talk was when we discussed Dr. Johnson’s concept of “silent killers,” the small, unnoticed mistakes that damage relationships or operations over time. These errors are usually the result of unclear communication, misaligned expectations, or simply not paying attention.
The antidote? Consistent process. Clear expectations. Structured support. And humility when you get it wrong.
Lessons That Cross Every Industry
Here’s what I walked away with from our time together:
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Rejection can be a gift.
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Great outcomes require a defined process.
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Fast doesn’t always mean sloppy. Sometimes it means prepared.
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Saying “no” can protect your energy and reputation.
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Presentation matters; your website speaks before you do.
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Silent killers can be avoided by slowing down, listening, and fixing what needs fixing.
Why Process Matters – Conclusion
Dr. Johnson is a legend in his field with several accomplishments, but what makes him unforgettable is how he thinks and his personal character. He has a disciplined mind and expresses humility and persistence.
These are universal principles for any professional who wants to build a legacy and serve people correctly.
Trust the expert. Trust the process.
