In this episode of Innovation in Dentistry, Shawn discusses the importance of differentiation and innovation in the dental industry. He points out that many dentists want the rewards that come with being unique but tend to follow conventional methods instead of taking risks. Shawn highlights the importance of crafting a unique customer experience and praises dental spas as an example of innovative business models.

He goes on to share his personal journey in the dental industry, including his experience with his first company, RootsCause, and the lessons he learned from its failure. Shawn emphasizes the need to fail quickly and learn from the market, rather than relying solely on theory or expecting instant success. Encouraging listeners to embrace discomfort and uncertainty, Shawn urges dentists to step out of their comfort zones, innovate, and differentiate themselves in the ever-evolving market.