3 Laws That Change Everything: How Expectation, Attraction, and Correspondence Transform Your Practice

Zach and Luke Infinger reveal how three timeless principles—the Law of Expectation, the Law of Attraction, and the Law of Correspondence—can revolutionize your orthodontic or dental practice.

Whether you want more new patient starts, a stronger team culture, or a consistently full consult schedule, these laws work together to create lasting transformation. The key is simple but often overlooked: shift your mindset first so your systems, marketing, and team can align behind it.

When you master these three laws, you’ll:

  • Attract higher-quality patients without increasing ad spend

  • Build a more engaged and confident team culture

  • Create a practice environment that reflects growth, not struggle

 

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Law #1: The Law of Expectation

You get what you truly expect—no more, no less.

If you expect to only book two consults per day, you’ll unconsciously set your schedule, team processes, and even your marketing energy to match that number. This shows up in everything from how many consult slots you make available to how your treatment coordinator presents a case.

Case Study:
One orthodontist ran 30-minute consults scattered randomly across the day. He averaged only 2–3 consults daily and believed, “We can’t even fill four—why add more?”

When challenged to stack consults during prime time—before school and after school—his daily average jumped to 4–6 within two weeks, without a single change to marketing. His higher expectation of demand reshaped his schedule, and reality caught up.

Common Mistake: Expecting more without creating room for it. If your schedule and processes are designed for low volume, your expectation is nothing more than a wish.

Action Tip: Audit your schedule template. Does it reflect your highest expectation for demand or is it built for scarcity? Expect more and align your systems to deliver it.

Law #2: The Law of Attraction

You attract what you focus on most—both in patients and in team performance.

When your focus is on problem patients, no-shows, and team mistakes, you’ll keep getting more of the same. But when you intentionally focus on high-value patients, smooth consult experiences, and your team’s strengths, you naturally create more of those outcomes.

Case Study:
A dental practice owner struggled with “unmotivated” team members. After doing a one-week experiment where she began each morning huddle by highlighting one strength in every team member, she noticed a rapid shift in energy. People started volunteering solutions instead of waiting to be told what to do.

Why? She was attracting more of what she was paying attention to.

Common Mistake: Thinking attraction is only about marketing. In reality, it’s about becoming the kind of leader, team, and brand people want to say “yes” to—from new patients to long-term employees.

Action Tip: Before your next team meeting, spend five minutes writing down one genuine strength you appreciate about each person. Lead with that in conversation.

Law #3: The Law of Correspondence

Your outer world is a direct reflection of your inner world.

If you believe your market is saturated, that patients can’t afford treatment, or that your team isn’t capable, you’ll see daily evidence to confirm those beliefs.

But if you believe there’s growing demand, that patients value your care, and that your team is talented and resourceful, you’ll see evidence of that instead.

Case Study:
A practice owner was frustrated by last-minute cancellations. When we reviewed his consult experience, we discovered he often used phrases like “I know this is a big decision” in a hesitant tone. His inner doubt about case acceptance leaked into his delivery, causing patients to mirror that uncertainty.

By focusing on certainty—projecting genuine belief in the treatment plan—his acceptance rate increased 17% over 60 days.

Common Mistake: Trying to fix an internal problem with external solutions. You can’t hire your way out of a mindset issue or pay your way around a belief barrier.

Action Tip: For 30 days, run a Congruence Audit: Notice when your thoughts about your team, patients, or business don’t match your goals. Correct the misalignment immediately.

The 30-Day 3 Laws Implementation Plan

To see measurable change, commit to applying one law each week, then combine them in week four.

Week 1: Expectation Reset

  • Rewrite your schedule to maximize prime-time consults.

  • Set a daily consult goal that’s 25–50% higher than your current average.

  • Train your team on handling an increased consult volume efficiently.

Week 2: Attraction Focus

  • Identify your “ideal patient” profile and review how you can attract more of them.

  • Recognize team members daily for behaviors you want repeated.

  • Share patient success stories internally to reinforce positive outcomes.

Week 3: Correspondence Alignment

  • Journal every morning on your 12-month vision for your practice, including revenue, patient flow, and team dynamics.

  • Identify belief gaps and reframe them into growth-focused statements.

  • Practice presenting treatment plans with confidence and certainty.

Week 4: Full Integration

  • Meet with your team to share your vision and goals.

  • Ask each team member for one way they can personally contribute to reaching it.

  • Continue prime-time scheduling, positive recognition, and congruence checks daily.

Why These Laws Work in Orthodontic & Dental Practices

These principles show up everywhere:

  • In consults: Patients mirror your confidence. If you project certainty in your recommendation, they’re more likely to say yes.

  • In team culture: Your staff feels your true expectations more than the ones you verbalize.

  • In growth: The type of patients you attract matches the energy and focus you bring to your brand and marketing.

When you align expectation, attraction, and correspondence, your systems and marketing become far more effective—because they’re powered by a congruent internal belief system.

Your Challenge

For the next 30 days, commit to:

  • Expecting more

  • Focusing on what you want to attract

  • Aligning your inner beliefs with your outer goals

Track your consult volume, case acceptance rate, and team engagement. You’ll not only see numbers improve—you’ll feel the difference in how your practice operates.

Because when you master these three laws, you don’t just change your mindset. You change everything.

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