The Smile Theory Podcast

Smile Theory
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Real conversations with the dentists and dental professionals building today's best practices. Each with different visions, styles, and stories about how they got there. After years of producing dental media, host Adrian Kizy shares his experience immersing himself in their practices and telling their stories from the inside out. Whether you're a friend, family member, or colleague giving support, a student or professional seeking inspiration and a different perspective, or just interested in the business side of how they grew their practices… this podcast is for you.

Episodes

  1. Jun 5

    Smile Theory Podcast: Dr. Justin Kammo, Profound Orthodontics

    He gives away Chanel bags and front-row playoff tickets — to build community not ROI. He treats Michigan and Lions athletes, puts Tom Brady, Ronaldo, Messi, and Curry signatures on his office walls, and built a streetwear brand that never once says the word "orthodontics." So how did a self-described "not the smartest kid in school" who only ever wanted one office end up running four locations and chasing 100K organic followers? In the debut episode of The Smile Theory Podcast, host Adrian Kizy sits down with longtime friend Dr. Justin Kammo — the man behind Profound Orthodontics — to unpack the playbook nobody in dentistry was running. From parody skits people laughed at in 2019, to "speaking athletes into existence," to honoring his late father's legacy in every office he opens, Justin breaks down how he turned a Saturday side hustle in his wife's office into one of metro Detroit's most recognizable brands. If you're building anything — a practice, a brand, or a name — this one's a masterclass in consistency, community, and playing the long game. In this episode: [00:00] Why Adrian started Smile Theory & introducing Dr. Justin Kammo[01:16] Pre-dentistry: competitive hockey, Russia, and a "leap of faith" into orthodontics[02:23] Spotting Instagram early during COVID — and the goal to own the word "braces"[04:19] Shooting his shot with athletes and the right-time-right-place Michigan & Lions break[06:03] The giveaway strategy: from $10 Starbucks cards to a Chanel bag — and why there's "no ROI"[08:51] Branding vs. clout: why imitators fail and community comes first[10:10] Getting laughed at for parody skits in 2019 (and who's calling now)[11:48] Free braces, school auctions, and the floodgate effect[13:16] Building swag people actually wear — Lululemon-style, Pilates lines, zero "orthodontics"[14:47] Where the name "Profound" really came from[17:28] Losing his dad at 61 — grief, growth, and "the marathon isn't over"[20:04] Coming full circle with the Sterling Heights office his dad always dreamed of[21:37] What's next: an education program for dentists and 100K organic followersGuest: Dr. Justin KammoFounder of Profound Orthodontics, with four locations across metro Detroit (flagship in Bingham Farms). Known for celebrity-athlete partnerships, high-profile community giveaways, and a streetwear-inspired take on orthodontic branding. Follow Profound Orthodontics on Instagram. Host: Adrian KizyAdrian is the founder of Smile Theory, a content and media company exclusively for dentists and dental professionals to tell their story and build connection with their patients. Subscribe to The Smile Theory Podcast so you never miss an episode — new conversations with the people redefining dentistry and personal branding. Ready to level up your content? www.smiletheory.studio

    23 min
  • 1 Episode

About

Real conversations with the dentists and dental professionals building today's best practices. Each with different visions, styles, and stories about how they got there. After years of producing dental media, host Adrian Kizy shares his experience immersing himself in their practices and telling their stories from the inside out. Whether you're a friend, family member, or colleague giving support, a student or professional seeking inspiration and a different perspective, or just interested in the business side of how they grew their practices… this podcast is for you.

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