By Larry Chatterley
From the Autumn 2025 Journal of the Colorado Dental Association
After decades of working with dental professionals, I thought I had seen just about everything. I’ve had the privilege of visiting hundreds of practices — some highly efficient, others beautifully designed, and many with impressive production numbers. However, I recently encountered a practice so exceptional in both its culture and outcomes that I felt compelled to share what I learned.
This wasn’t just another high-performing office — it was something more. Something deeply human. A practice where the why behind what they do is evident in every patient interaction, every team huddle and every smile in the hallway. It reminded me of a core truth that often gets lost in the noise: culture drives everything.
Despite being surrounded by nearly 50 other dental offices within a five-mile radius, this fee-for-service practice is fully booked up to five months in advance for both hygiene and operative appointments. They turn away new patient referrals daily. Yet what struck me most wasn’t their financial success — it was why they were successful.
The Power of Purpose
Simon Sinek once said, “People don’t buy what you do; they buy why you do it.” That principle couldn’t be more true for this practice. When I sat down with the doctor and team, I wasn’t interested in systems, margins or technology; I wanted to understand their beliefs, the culture they had created and the values they lived by.
What I uncovered was profound: a deep commitment to patient safety, authentic kindness, and — most notably — a daily, intentional practice of gratitude.
Gratitude as a Guiding Virtue
Each morning begins with a team huddle. Not just to review schedules, but to share gratitude for each other, for their patients and for the privilege of the work they do. As the dentist explained to me, “Gratitude is our center. It changes how we see our patients, how we treat one another and how we show up every day.”
This wasn’t a superficial or occasional practice. Gratitude was embedded into the fabric of the team’s culture. As Cicero once wrote, “Gratitude is not only the greatest of virtues, but the parent of all the others.” That’s what I witnessed — a team grounded in gratitude, which naturally expressed itself as respect, humility and compassionate care.
Building an Enduring Culture
To cultivate a culture like this, consider a simple yet powerful framework introduced in the book, Enlightened Leadership by Ed Oakley and Doug Krug: DNA (Decide, Notice, Acknowledge).
- Decide which values you want to bring to life in your practice (e.g., gratitude, kindness, trust).
- Notice where those values are already showing up in conversations, teamwork and patient care.
- Acknowledge and celebrate those moments regularly and consistently, reinforcing the culture you want to grow.
These intentional steps build trust over time. They foster a workplace where people feel seen, heard and empowered. That kind of culture cannot be faked.
Why This Matters Now
In today’s climate, stress and burnout are high. Team morale is fragile. Patients are more discerning. What will truly set your practice apart isn’t the latest equipment or clever marketing — it’s your culture. It’s how people feel the moment they walk through your door.
That’s why I wanted to share what I experienced in this exceptional practice. Not to offer a one-size-fits-all formula, but to say this: this kind of success is real — and it’s rooted in something as simple and powerful as gratitude. I simply believe that when you come across something truly good, it’s worth sharing.
The practice I visited isn’t famous. They don’t post their numbers or brag about growth. But they’ve quietly built something remarkable. I believe more dentists should know what’s possible when gratitude becomes more than an idea and instead becomes the foundation of everything you do.
Larry Chatterley is the founder of CTC Associates. Contact him at larry@ctc-associates.com.
