Selling the Couch 413: What They Don’t Tell Therapists About Owning a Small Business
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 Dodson, 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:
- Why most therapists start with zero business training (and what to do anyway)
- The “version 1 vs version 10” trap therapists fall into
- How Justin set his first fee (and why he’ll never haggle again)
- A realistic approach to raising rates without spiraling
- Why “don’t base your business on someone else’s secret” matters more than ever
- The hidden loneliness of entrepreneurship (no-shows, cancellations, declined cards, overhead)
- How becoming a business owner changes you—emotionally, mentally, and relationally
- Managing burnout + anxiety while still showing up for clients
- The leadership challenges that come with scaling and relinquishing control
- 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:
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