Dr. Crosse on The Jesse Jackson Jr Show

Four weeks ago the argument in Open Doors was reaching people one reader at a time. This month it has been on a podcast, on a medical talk show, on national talk radio, and it is about to be on an HBCU stage.

That is worth writing down, because it is not luck. It is the pattern the book itself describes.

The room this week

KBLA Talk 1580 is Los Angeles' first Black-owned talk radio station. It was founded by Tavis Smiley and launched on Juneteenth 2021, and its weekday line-up includes Dr. Cornel West, Nina Turner, D.L. Hughley and former Congressman Jesse Jackson Jr. By the station's own account of its fifth anniversary, it now reaches close to twelve million listeners and is carried in nearly fifty markets.

That is a different order of room from a podcast studio, and it is the fourth one Dr. Crosse has been in this month.

You can watch the segment. It starts at 14:04, so you are not hunting through an hour of broadcast to find him.

Four rooms, one argument

Set the month out in order and the shape is obvious.

• The ReBuild — the business of medicine, for an audience of practitioners.
• How You Doin Podcast — a long conversation, on the show's own channel.
• Doctors with Dr. M — white coat on, book in hand, on a set whose backdrop is a list of the same values.
• The Jesse Jackson Jr Show, KBLA 1580 — national talk radio.

And on 12 September, the KAPEX Leadership Summit at Hampton University, in front of the audience the book was written for in the first place.

Four formats, four audiences, one argument: talent opens the first door, and people skills open every door after it.

Why the audience is growing

There is a version of this story where a physician writes a book, buys some advertising, and waits. That is not what happened, and the difference is the whole point of the book.

Every one of those appearances came through a person. A producer who had seen him elsewhere. A host who knew him. A fraternity brother who put his name into a conversation he was not in. That is the referral mechanism operating on an author instead of a job candidate, and it works the same way: someone says your name in a room when you are not there.

The second reason is repetition. The message has not changed between rooms. A listener who hears him on KBLA and then finds the Dr. M appearance gets the same argument, and the consistency is what turns a guest into someone worth booking again.

The third is the least glamorous and the most transferable. He is easy to have on. He shows up prepared, he answers the question he was asked, and he makes the host's job simple. That is Energy and Execution, two of the four letters of the TEEE Score, doing exactly what the book claims they do.

What to take from it

If you are building something and waiting to be discovered, the useful lesson is not that Dr. Crosse got on the radio. It is the sequence that put him there: be worth recommending, be consistent across rooms, and be easy to work with. None of those require permission, a platform, or a budget.

The book is the long version. The TEEE Score is the four-minute version, and it will tell you which of the four you are currently weakest on.