The Burleson Box: A Podcast from Dustin Burleson, DDS, MBA

Dustin spent $75,000 on consultants to find his core values. Today, AI can do it in minutes. The method changed. The need for core values never will. In this first episode of the Wealthy Momentum Podcast, Jimmy and Dustin break down what should stay and what should die in your business, including the Logo Test, the MARS Rocket framework, the EB White Principle, and why 60% of searches now end in zero clicks. Plus a live example of how AI coaching tools are transforming treatment coordinator & sales follow-up in real time.

In this encore episode of The Burleson Box, Dustin revisits a conversation with leadership expert Sean Barnard, author of Intentional Retention. Drawing from decades of experience leading large teams in hospitality and healthcare, Sean shares practical insights on building a culture where people choose to stay. The discussion covers the fundamentals that many organizations overlook: meaningful core values, early check-ins with new hires, empowering frontline team members, and the leadership habits that strengthen retention over time. For orthodontists, dentists, and practice leaders who want to build stronger teams and reduce turnover, this episode offers a thoughtful framework for leading with intention.

Healthcare professionals are exceptional at working hard, but few are taught how to sustain performance over decades. In this episode, Dustin Burleson is joined by Travis Frederickson and Dr. Logan Frederickson for a candid conversation on peak performance for healthcare providers. They explore why constant sprinting eventually fails, how energy drives outcomes more than time, and what it takes to build a career and life that hold up long after the early adrenaline wears off.

Orthodontist and serial builder Dr. Jeremiah Sturgill joins me to unpack what actually moves the needle in digital marketing. We talk about launching Go Unicorn Strategy, a concierge SEO/Google Ads firm built around tight feedback loops (down to individual call outcomes), why great marketing starts inside the practice (phones, follow-through, culture), and how to avoid the “dabble trap” with budgets that are big enough to test and measure. Jeremiah shares how he pairs elite ad management with a brand-first website, call training, and simple, trustworthy messaging—so your site sells you, not just your products.

On this episode of The Burleson Box, I’m joined by Adam Witty—entrepreneur, publisher, and founder of Advantage Media. Adam has dedicated his career to helping business leaders build authority and credibility by becoming published authors. We’ll talk about why authority is the ultimate differentiator, how books and thought leadership can grow your practice far beyond traditional marketing, and what it takes to position yourself as the go-to expert in your community and industry.

In this episode of The Burleson Box, Scott Hansen joins Dustin to share how he went from scaling his family’s orthodontic practice to founding LeadSigma, a powerful CRM and AI-driven platform now used by hundreds of practices nationwide. Scott discusses the overlooked but essential systems behind new patient conversion, why answering the phone is still mission-critical, and how AI agents are reshaping patient engagement. If you’re tired of duct-taped follow-up systems and want to compete at a higher level, don’t miss this conversation.

On this episode, I’m joined by three outstanding leaders from Rock Dental Brands. Kristi Casey, the company’s dynamic CEO, brings nearly two decades of experience from a Fortune 15 company and now leads Rock with a focus on scalable growth and doctor support. Dr. Mark Dake, an accomplished orthodontist with over 40 years of clinical experience, is one of the original founders of Rock Dental Brands and continues to advocate for clinical excellence and doctor-led decision-making. Spencer Lunghino, Chief Development Officer, offers deep expertise in partnership strategy and private equity, helping Rock redefine what it means to truly support clinicians at every stage of their career.

Dr. Erinne Kennedy is the Assistant Dean for Curriculum and Integrated Learning at Kansas City University College of Dental Medicine. Dr. Kennedy shares her journey into dentistry, influenced by her family’s dental background and a pivotal phone call that led her to pursue a specialty in dental public health at Harvard. She discusses key topics such as burnout in the dental profession, strategies for resilience, innovations in preventive dentistry, and her passion for dental education. Dr. Kennedy also highlights the importance of being open to unexpected opportunities, the evolving role of technology in healthcare, and the value of fostering emotional intelligence in dental professionals. The conversation ends with valuable book recommendations and career advice for young dentists.

Our guest today on The Burleson Box is Ashley Goodall, a renowned leadership expert and co-author of the bestseller Nine Lies About Work. Ashley has spent over two decades leading HR organizations at global companies like Cisco and Deloitte, and his latest book, The Problem with Change, challenges the widespread belief that change is always good. He delves into the hidden costs of constant disruption and offers a fresh perspective on how leaders can create stability, allowing their teams to thrive.

Francesca Sipma is an entrepreneur, speaker, coach, and the founder of hypnobreathwork. While she was formerly entrenched in the fast-paced world of New York advertising and marketing for lead- ing global brands, her insatiable lifestyle of relentless pursuit led her to a profound personal awakening. This pivotal moment propelled her on a quest for a deeper, more meaningful existence, steering her toward the realms of self-exploration and spiritual discovery. Her transformational journey took her across continents, where she delved into various modalities and retreats aimed at unlocking human potential and healing. Through these experiences, Francesca discovered her purpose and developed Hypnobreathwork® and Flow State Breathwork, innovative methods that integrate breathwork, hypnosis, and visioning to clear energetic patterns and reprogram subconscious beliefs. Born to a Vietnamese mother and a Dutch father, Francesca invites her rich cultural heritage and diverse life experiences to significantly influence her work, making her a relatable figure to a broad audience. In 2020, she took a bold step in her career by creating Mastry, through which she seeks to make breathwork accessible and expand the reach of her transformative practices. As an international speaker, Francesca continues to share her insights and methodologies with the world, empowering individuals to unblock their purpose, embrace their intuition, and achieve a flow state.

Dr. Rooz Khosravi is the founder of PORTH Personalized Orthodontics, a practice that has redefined patient care with its fully digital clinics in Sammamish and Bellevue. His innovative approach, offering lingual braces and comprehensive orthodontic services for all ages, sets him apart as a unique figure in orthodontics. Dr. Khosravi's journey into dentistry began in his childhood, spending countless hours in his mother's dental practice, nurturing a deep-rooted passion for patient care. After obtaining his dental degree from Azad University in Tehran, Iran, he embarked on a global educational journey, earning a Master's in Oral Health Sciences in Montreal and a PhD in Oral Biology from Boston University. His research during these years spanned critical areas such as periodontal disease biomarkers in children at risk of obesity and bone fragility under diabetic conditions. Continuing his academic pursuit, Dr. Khosravi joined the orthodontics program at the University of Washington, where he not only completed his training but also led a groundbreaking study on managing overbite with Invisalign. Now, as an Attending Orthodontist and Director of the Interdisciplinary Care Clinic at the University of Washington, Dr. Rooz is at the forefront of digital orthodontics, dental 3D printing, and clear aligner therapy. His contributions to the field are vast, from lecturing globally on clear aligner therapy to pioneering customized care solutions. Dr. Khosravi's research interests are as diverse as they are impactful, encompassing digital orthodontics, 3D printing, interdisciplinary dentistry, and pediatric obstructive sleep apnea, among others.

In today’s rapidly changing orthodontic landscape, staying ahead means adapting to change with precision and insight. Traditional practice management methods are being replaced by data-driven strategies that enhance efficiency and profitability. Today on the show, I speak with Oliver Gelles, co-author of "Level the Curve: Data-Driven Practice Management Principles to Compete in Today’s Changing Orthodontic Landscape," Dr. Jamie Reynolds, a tech-savvy orthodontist, and Oliver Gelles, a digital-stats guru, offer a revolutionary guide for orthodontic practices.

As the founder and host of The Learning Leader Show, a leadership podcast with millions of listeners in more than 150 countries, Ryan Hawk inspires excellence in leaders looking to take their game to the next level. Forbes called his first book Welcome to Management – How to Grow From Top Performer to Excellent Leader, “the best leadership book of 2020.” Hawk's second book, The Pursuit of Excellence, sold through its first print run in eight hours. It explores the uncommon behaviors of the world’s most productive achievers. Forbes wrote, “The Pursuit of Excellence is the most dynamic leadership book of 2022 delivering a masterclass on how to apply the most useful habits to real life.” In this episode, Ryan Hawk and Dustin Burleson dive deep into the concept of excellence, exploring the difference between external and internal scoreboards, the role of self-awareness in achieving excellence, and practical strategies for overcoming fear and resistance.