1 00:00:00,000 --> 00:00:05,860 Welcome to the Clinician Researcher podcast, where academic clinicians learn the skills 2 00:00:05,860 --> 00:00:11,260 to build their own research program, whether or not they have a mentor. 3 00:00:11,260 --> 00:00:17,340 As clinicians, we spend a decade or more as trainees learning to take care of patients. 4 00:00:17,340 --> 00:00:22,380 When we finally start our careers, we want to build research programs, but then we find 5 00:00:22,380 --> 00:00:27,780 that our years of clinical training did not adequately prepare us to lead our research 6 00:00:27,780 --> 00:00:29,200 program. 7 00:00:29,200 --> 00:00:35,480 Through no fault of our own, we struggle to find mentors, and when we can't, we quit. 8 00:00:35,480 --> 00:00:40,580 However, clinicians hold the keys to the greatest research breakthroughs. 9 00:00:40,580 --> 00:00:46,200 For this reason, the Clinician Researcher podcast exists to give academic clinicians 10 00:00:46,200 --> 00:00:51,800 the tools to build their own research program, whether or not they have a mentor. 11 00:00:51,800 --> 00:01:01,060 Now introducing your host, Toyosi Onwuemene. 12 00:01:01,060 --> 00:01:03,020 Welcome to the Clinician Researcher podcast. 13 00:01:03,020 --> 00:01:07,280 I'm your host, Toyosi Onwuemene, and what an absolute privilege to be on the show today 14 00:01:07,280 --> 00:01:08,860 talking to you. 15 00:01:08,860 --> 00:01:09,860 Thank you for tuning in. 16 00:01:09,860 --> 00:01:15,420 I am especially excited about today's guest because she's kind of an unusual guest on 17 00:01:15,420 --> 00:01:16,420 our show. 18 00:01:16,420 --> 00:01:21,220 So Dr. Una, I'm going to say, I'm going to introduce her a little bit before I lie hard 19 00:01:21,220 --> 00:01:25,060 to introduce herself, is a business doctor. 20 00:01:25,060 --> 00:01:26,060 She's a business woman. 21 00:01:26,060 --> 00:01:28,640 And so she is not just a pediatrician. 22 00:01:28,640 --> 00:01:30,240 She is a practice owner. 23 00:01:30,240 --> 00:01:31,240 She's a coach. 24 00:01:31,240 --> 00:01:33,340 She owns multiple businesses. 25 00:01:33,340 --> 00:01:37,080 And so then the question is, what is she doing on our show? 26 00:01:37,080 --> 00:01:41,120 And one of the things that I asked her to come and talk today about is about visibility 27 00:01:41,120 --> 00:01:43,540 and why it matters for our academic careers. 28 00:01:43,540 --> 00:01:48,460 And so without further ado, I'm going to say, Dr. Una, welcome to the show. 29 00:01:48,460 --> 00:01:50,260 Thank you so much for having me. 30 00:01:50,260 --> 00:01:51,260 I've been excited. 31 00:01:51,260 --> 00:01:52,940 I've been waiting for this all day. 32 00:01:52,940 --> 00:01:54,860 And so eye-opening too. 33 00:01:54,860 --> 00:01:59,780 So Dr. Una, would you introduce yourself by way of your physician practice and now what 34 00:01:59,780 --> 00:02:01,620 you do as a business person? 35 00:02:01,620 --> 00:02:02,620 Yeah. 36 00:02:02,620 --> 00:02:04,020 So my name is Dr. Una. 37 00:02:04,020 --> 00:02:06,860 I am a pediatrician by training. 38 00:02:06,860 --> 00:02:10,140 And like Dr. Chayosi said, I'm a serial entrepreneur. 39 00:02:10,140 --> 00:02:15,420 So my first business was my private practice, which I opened because I was totally ignorant 40 00:02:15,420 --> 00:02:16,780 of all things business. 41 00:02:16,780 --> 00:02:20,420 I did not realize the things I would have to do to pull it off. 42 00:02:20,420 --> 00:02:24,800 So I got out there and my philosophy was I'll hang the shingle and they would come. 43 00:02:24,800 --> 00:02:27,700 So I hung the shingle and they did not come. 44 00:02:27,700 --> 00:02:32,020 So I had to learn the things we're going to talk about today as far as visibility goes. 45 00:02:32,020 --> 00:02:35,660 I had to learn them through the school of hard knocks. 46 00:02:35,660 --> 00:02:40,500 And after I started my private practice, I had a doc that worked for me every Friday. 47 00:02:40,500 --> 00:02:42,820 So I had a long weekend every weekend. 48 00:02:42,820 --> 00:02:43,820 Business was good. 49 00:02:43,820 --> 00:02:45,540 Life was good. 50 00:02:45,540 --> 00:02:47,780 I had time to be with the family. 51 00:02:47,780 --> 00:02:53,300 But then I started leaning into this and realizing the fundamental changes that happen in the 52 00:02:53,300 --> 00:02:54,460 health care space. 53 00:02:54,460 --> 00:03:00,020 And I knew that if all we knew how to do is doctor, if we're just, you know, like we have 54 00:03:00,020 --> 00:03:04,740 one dimension and we're going to have a lot of problems, it occurred to me that we have 55 00:03:04,740 --> 00:03:05,740 to learn other things. 56 00:03:05,740 --> 00:03:07,100 We have to retool ourselves. 57 00:03:07,100 --> 00:03:10,340 We have to adapt for where we find ourselves. 58 00:03:10,340 --> 00:03:16,020 That's really when I started embracing speaking, consulting, writing, you know, all these other 59 00:03:16,020 --> 00:03:17,580 things. 60 00:03:17,580 --> 00:03:22,260 And it really set the stage for me to have a career that I truly love. 61 00:03:22,260 --> 00:03:24,540 And you helped me build a life that I love. 62 00:03:24,540 --> 00:03:27,940 And so as I started on that journey, I was like, you know, no need to do it alone. 63 00:03:27,940 --> 00:03:31,940 I launched EntreeMD and then started helping doctors do the same thing. 64 00:03:31,940 --> 00:03:37,240 Like whether you work a job or you own a private practice or your culture or your research 65 00:03:37,240 --> 00:03:38,580 or it doesn't matter. 66 00:03:38,580 --> 00:03:40,700 Like you have to own your brand. 67 00:03:40,700 --> 00:03:42,380 You have to own your business. 68 00:03:42,380 --> 00:03:44,780 Like every doctor is a business really. 69 00:03:44,780 --> 00:03:46,300 Like you have a business. 70 00:03:46,300 --> 00:03:52,340 You may not be leveraging it, but you have one and just own that and figure out how to 71 00:03:52,340 --> 00:03:55,540 make it work for you where you're able to have the impact you want. 72 00:03:55,540 --> 00:03:58,180 You're able to create the financial freedom you want. 73 00:03:58,180 --> 00:04:00,700 And then you have time for what truly matters to you. 74 00:04:00,700 --> 00:04:05,180 So you know, we launched the podcast, we were writing books, we have the EntreeMD Business 75 00:04:05,180 --> 00:04:06,180 School. 76 00:04:06,180 --> 00:04:09,660 We have events and it's all about serving physicians. 77 00:04:09,660 --> 00:04:14,460 Our goal is to help a hundred thousand physicians figure this out and completely change the 78 00:04:14,460 --> 00:04:16,700 narrative for physicians everywhere. 79 00:04:16,700 --> 00:04:19,220 So thank you, Dr. Una. 80 00:04:19,220 --> 00:04:22,320 I have followed your work for at least a year and a half now. 81 00:04:22,320 --> 00:04:24,460 And I will say that it really is life changing. 82 00:04:24,460 --> 00:04:28,900 And I didn't think when I started as an academic physician that it had any relevance to me, 83 00:04:28,900 --> 00:04:29,900 honestly. 84 00:04:29,900 --> 00:04:33,700 It was more like a curiosity, but now I really see a lot of the relationships. 85 00:04:33,700 --> 00:04:36,100 And that's what I want us to talk about today. 86 00:04:36,100 --> 00:04:41,740 I want to start with the fact that as an academic physician, entrepreneurship is just totally 87 00:04:41,740 --> 00:04:45,380 not on our radar, at least for most of us just starting out. 88 00:04:45,380 --> 00:04:53,140 I want you to speak to in what way is an academic career similar to entrepreneurship? 89 00:04:53,140 --> 00:04:54,700 Yeah. 90 00:04:54,700 --> 00:05:01,660 So in the EntreeMD model to start with, we think every physician is an entrepreneur. 91 00:05:01,660 --> 00:05:03,820 And I'll explain what I mean by that. 92 00:05:03,820 --> 00:05:10,820 Now, even if you're in academic medicine, there is one thing that opens doors for you. 93 00:05:10,820 --> 00:05:14,500 There is one thing that gets people to collaborate with you. 94 00:05:14,500 --> 00:05:18,580 There is one thing that gets you the right opportunities in front of you. 95 00:05:18,580 --> 00:05:23,940 There's one thing that you can use as leverage to open even more doors, and it's your brand. 96 00:05:23,940 --> 00:05:24,940 Right? 97 00:05:24,940 --> 00:05:28,580 Like sometimes when we think about brand, we think about the influencer on Instagram. 98 00:05:28,580 --> 00:05:30,980 But really it is your reputation. 99 00:05:30,980 --> 00:05:32,580 It's how you're perceived. 100 00:05:32,580 --> 00:05:34,300 And perception is reality. 101 00:05:34,300 --> 00:05:39,100 Dr. Toise, I'm sure you know people who are super smart, but they can't put themselves 102 00:05:39,100 --> 00:05:40,100 out there. 103 00:05:40,100 --> 00:05:41,380 They cannot position themselves. 104 00:05:41,380 --> 00:05:45,500 They cannot talk about what they do in such a way that people are attracted to them to 105 00:05:45,500 --> 00:05:47,820 help them, to open doors to them and all of that. 106 00:05:47,820 --> 00:05:50,660 And even though they're super smart and even though they're probably the best person for 107 00:05:50,660 --> 00:05:55,700 the job, they don't get it because they're not perceived that way. 108 00:05:55,700 --> 00:05:56,700 Right? 109 00:05:56,700 --> 00:06:02,780 So when you think about you as a researcher, there is something you have, and that is your 110 00:06:02,780 --> 00:06:04,500 personal brand. 111 00:06:04,500 --> 00:06:10,180 And if you can understand that that brand is an asset, and if you can understand how 112 00:06:10,180 --> 00:06:14,420 to position it as if you're looking for somebody like this, this is where you go. 113 00:06:14,420 --> 00:06:19,220 If you can understand how to leverage it, how to monetize it and all of that, it will 114 00:06:19,220 --> 00:06:22,980 change the trajectory of your career completely. 115 00:06:22,980 --> 00:06:27,940 But what we have a lot of times, because we don't recognize that as a brand or as a business, 116 00:06:27,940 --> 00:06:33,260 or you know, what we do is we just let it go by default. 117 00:06:33,260 --> 00:06:35,060 And default, what do you get? 118 00:06:35,060 --> 00:06:36,060 Weeds, right? 119 00:06:36,060 --> 00:06:39,100 Like you don't plan a, you don't get a piece of ground and clear it up and then you see 120 00:06:39,100 --> 00:06:41,660 like a beautiful garden and it's weeds. 121 00:06:41,660 --> 00:06:48,420 But imagine, because many physicians, many clinical researchers, they would have a dream. 122 00:06:48,420 --> 00:06:52,500 These are the kind of things, these are the kind of research things I want to be involved 123 00:06:52,500 --> 00:06:53,500 in. 124 00:06:53,500 --> 00:06:55,120 These are the kind of people I want to work with. 125 00:06:55,120 --> 00:06:56,780 This is the kind of money I want to make. 126 00:06:56,780 --> 00:06:59,940 This is the kind of time I want to have for the things that matter to me, family, all 127 00:06:59,940 --> 00:07:00,940 of those things. 128 00:07:00,940 --> 00:07:05,780 Like you already have that, but your brand is the vehicle to get you there. 129 00:07:05,780 --> 00:07:09,660 Your brand is the vehicle to get you there, is the brand, is the vehicle to do all of 130 00:07:09,660 --> 00:07:10,660 those things. 131 00:07:10,660 --> 00:07:16,380 So we can either have a brand by default, or we can have a carefully curated brand, 132 00:07:16,380 --> 00:07:19,580 and that's what opens the door for everything else, right? 133 00:07:19,580 --> 00:07:22,180 So now that's really powerful. 134 00:07:22,180 --> 00:07:24,020 And I want to thank you for saying that. 135 00:07:24,020 --> 00:07:29,460 When you talk about the whole concept of brand, I think when we, if we're early career faculty, 136 00:07:29,460 --> 00:07:35,420 we can look to the doc in our institution who has $300 million in NIH funding and we're 137 00:07:35,420 --> 00:07:36,980 like, yep, definitely a brand. 138 00:07:36,980 --> 00:07:40,100 But what we don't realize is that we're building from the very beginning. 139 00:07:40,100 --> 00:07:44,060 And we may not have that brand recognition, but we're creating brand recognition. 140 00:07:44,060 --> 00:07:48,980 And so to some extent, it's like, how can you be intentional about creating brand recognition 141 00:07:48,980 --> 00:07:56,380 and not wait to create it or for it to magically appear after maybe 20, 30 years in the academy? 142 00:07:56,380 --> 00:07:57,380 Yeah. 143 00:07:57,380 --> 00:08:03,620 And like, you know, Dr. Toyosi, if you think about it, right, I am sure you know, physicians 144 00:08:03,620 --> 00:08:08,180 who are a clinician or researchers who want to have access to really great opportunities, 145 00:08:08,180 --> 00:08:12,380 but if they got an opportunity to speak, they would say no. 146 00:08:12,380 --> 00:08:15,660 They had opportunities to have a podcast, they would say no. 147 00:08:15,660 --> 00:08:20,820 If they had an opportunity to go network where the decision makers are, they would say no. 148 00:08:20,820 --> 00:08:21,820 You know why? 149 00:08:21,820 --> 00:08:26,060 Because they don't realize that these are all components that make their brand more 150 00:08:26,060 --> 00:08:31,460 visible, that position them as the expert, that will open doors that really you can say 151 00:08:31,460 --> 00:08:36,320 this person has $300 million in grants and you have no million in grants. 152 00:08:36,320 --> 00:08:40,340 But if you have all these things going for you, you've positioned yourself as someone 153 00:08:40,340 --> 00:08:44,800 who needs to be taken seriously, somebody who is somebody to watch, somebody to follow 154 00:08:44,800 --> 00:08:45,800 and all of that. 155 00:08:45,800 --> 00:08:50,140 Like you may not have the millions to your name yet, but you can set the stage where 156 00:08:50,140 --> 00:08:53,380 you still cannot be ignored. 157 00:08:53,380 --> 00:08:57,800 So you're doing this podcast, for instance, and this is the deal, you know, whether you 158 00:08:57,800 --> 00:08:59,640 recognize it or not. 159 00:08:59,640 --> 00:09:05,220 Once you come and you're helping other physicians see what is possible, helping other clinical 160 00:09:05,220 --> 00:09:09,140 researchers see what is possible, you're sharing your story, you're doing all that, you position 161 00:09:09,140 --> 00:09:10,300 yourself as the expert. 162 00:09:10,300 --> 00:09:15,300 Like you have, there's nothing you can do about it, your brand is elevated, period. 163 00:09:15,300 --> 00:09:18,940 And then when someone says, oh, I want someone to speak over here, you're like, well, she's 164 00:09:18,940 --> 00:09:23,180 welcome before, she has a podcast, she's talked to all these people, she has a large network, 165 00:09:23,180 --> 00:09:25,320 that's who we want, right? 166 00:09:25,320 --> 00:09:32,620 And so it is like what a brand can do for you, it's possible that somebody could give 167 00:09:32,620 --> 00:09:35,940 you a million dollars and it will not do that for you. 168 00:09:35,940 --> 00:09:42,820 A carefully curated brand can change the trajectory of your career and things that would take 169 00:09:42,820 --> 00:09:46,780 other people 30 years, 40 years to accomplish, you can accomplish in five. 170 00:09:46,780 --> 00:09:50,180 I couldn't want that, you know? 171 00:09:50,180 --> 00:09:51,620 It's pretty powerful. 172 00:09:51,620 --> 00:09:57,340 And in fact, from what you're saying, it's the whole idea of building brand. 173 00:09:57,340 --> 00:09:59,100 And so that's where visibility comes in. 174 00:09:59,100 --> 00:10:04,740 So you put on a really great masterclass over a couple of days every year, really talking 175 00:10:04,740 --> 00:10:06,540 about the visibility formula. 176 00:10:06,540 --> 00:10:10,460 And recently you published a book about the visibility formula, which is so awesome and 177 00:10:10,460 --> 00:10:11,460 congratulations. 178 00:10:11,460 --> 00:10:12,460 Thank you. 179 00:10:12,460 --> 00:10:13,460 Thank you. 180 00:10:13,460 --> 00:10:17,540 And so that's what I want to talk about today is visibility. 181 00:10:17,540 --> 00:10:22,140 Because I think from our academic researcher perspective, it's like put your head down, 182 00:10:22,140 --> 00:10:26,300 get the work done, get the grants funded and visibility will come, right? 183 00:10:26,300 --> 00:10:28,060 That's kind of what we're taught. 184 00:10:28,060 --> 00:10:30,460 But you're saying think differently. 185 00:10:30,460 --> 00:10:33,840 You're saying don't put your head down for 20 years. 186 00:10:33,840 --> 00:10:36,300 Bring your head up and think about visibility. 187 00:10:36,300 --> 00:10:37,620 So let's talk about it. 188 00:10:37,620 --> 00:10:41,660 What is this visibility business and why is it relevant to academic researchers? 189 00:10:41,660 --> 00:10:42,660 Yeah. 190 00:10:42,660 --> 00:10:47,540 And before I even get to the details of it, you brought up something that is really important, 191 00:10:47,540 --> 00:10:50,740 especially as physicians that we understand this. 192 00:10:50,740 --> 00:10:52,020 Now put your head down. 193 00:10:52,020 --> 00:10:55,100 Yeah, you're going to put your head down, but oh my goodness, bring it up, you know 194 00:10:55,100 --> 00:10:56,100 what I mean? 195 00:10:56,100 --> 00:10:59,140 Like bring it up too. 196 00:10:59,140 --> 00:11:03,300 And this is the reason why, you know, sometimes people say, well, this is not fair, but life 197 00:11:03,300 --> 00:11:05,300 is not fair. 198 00:11:05,300 --> 00:11:06,300 But life has rules. 199 00:11:06,300 --> 00:11:08,620 There are rules to this game. 200 00:11:08,620 --> 00:11:11,940 And if you can understand the rules, you can play it to win. 201 00:11:11,940 --> 00:11:18,340 For instance, I can write a book and I put my head down and do the work and get the book 202 00:11:18,340 --> 00:11:20,340 written, right? 203 00:11:20,340 --> 00:11:24,820 But the only way for that book to be a best selling book is for me to also bring my head 204 00:11:24,820 --> 00:11:27,500 up and sell the book. 205 00:11:27,500 --> 00:11:31,100 If I won't sell the book, it will be a best written book. 206 00:11:31,100 --> 00:11:33,940 People don't even care about that enough to give it its own category. 207 00:11:33,940 --> 00:11:38,020 There is no category for best written book, right? 208 00:11:38,020 --> 00:11:41,980 And so in the same way, we want to do the research, we want to do all that, and that's 209 00:11:41,980 --> 00:11:43,340 good and we should. 210 00:11:43,340 --> 00:11:45,880 We still need to bring your head up to do other things. 211 00:11:45,880 --> 00:11:47,580 And that's what we're going to talk about, right? 212 00:11:47,580 --> 00:11:50,580 That's what the whole visibility formula is about. 213 00:11:50,580 --> 00:11:55,620 So when we look at this, the reason I wrote the book is because, you know, I started off 214 00:11:55,620 --> 00:11:56,980 my journey as an entrepreneur. 215 00:11:56,980 --> 00:12:01,420 You say this many times as a super shy, socially awkward, introverted, introvert. 216 00:12:01,420 --> 00:12:05,500 I would not do any of the things I'm doing now. 217 00:12:05,500 --> 00:12:11,060 But I did learn that, you know, like, this is not a personality type. 218 00:12:11,060 --> 00:12:12,060 These are skills, okay? 219 00:12:12,060 --> 00:12:14,500 And we can all learn the skills. 220 00:12:14,500 --> 00:12:18,620 And I figured if, I mean, like, there's a million physicians and we are brilliant and 221 00:12:18,620 --> 00:12:22,860 we have the best stories and we have so much expertise, if we could just add this on top 222 00:12:22,860 --> 00:12:26,740 of what we already have, it will be completely unstoppable, right? 223 00:12:26,740 --> 00:12:30,820 And it's like, how can I just create a book that someone can walk through and just follow 224 00:12:30,820 --> 00:12:34,780 what the book says and then find themselves in a completely different place, right? 225 00:12:34,780 --> 00:12:38,260 Because this is what you do to attract the grants you want. 226 00:12:38,260 --> 00:12:40,220 It's what you do to attract the team you want. 227 00:12:40,220 --> 00:12:43,700 It's what you do to attract, you know, like a solid network. 228 00:12:43,700 --> 00:12:47,220 And my favorite thing is to attract what we call the unknown. 229 00:12:47,220 --> 00:12:51,360 And sure, Dr. Toghese, after you started working on visibility yourself, there are opportunities 230 00:12:51,360 --> 00:12:54,420 that you never actually looked for. 231 00:12:54,420 --> 00:12:56,660 You never made it to your vision board. 232 00:12:56,660 --> 00:12:59,180 But it falls on your lap and you're like, that's kind of nice. 233 00:12:59,180 --> 00:13:00,460 I would like that, right? 234 00:13:00,460 --> 00:13:03,540 And then because that's what visibility does. 235 00:13:03,540 --> 00:13:09,340 And so the starting point of visibility is really identifying who are the people that 236 00:13:09,340 --> 00:13:10,860 my work helps, okay? 237 00:13:10,860 --> 00:13:13,620 Who are the people that my work helps? 238 00:13:13,620 --> 00:13:19,980 And to be clear, if you are a researcher and, you know, like you have an end goal, so maybe 239 00:13:19,980 --> 00:13:23,260 you're doing some research that's going to help patients, but they're not the decision 240 00:13:23,260 --> 00:13:24,260 maker. 241 00:13:24,260 --> 00:13:25,260 Do you see what I mean? 242 00:13:25,260 --> 00:13:32,340 Like, so maybe it's whoever, you know, like for the bodies that grant the grants, right? 243 00:13:32,340 --> 00:13:34,780 Like, that's who your client is. 244 00:13:34,780 --> 00:13:37,380 Because they're the people who say yes, those are people that give you the opportunity to 245 00:13:37,380 --> 00:13:39,980 do the research or provide the funding and all of those things. 246 00:13:39,980 --> 00:13:44,360 So you want to be really clear, like who is the person I'm talking to? 247 00:13:44,360 --> 00:13:48,740 So Dr. Toghese, let me give you an example that, you know, like with private practice, 248 00:13:48,740 --> 00:13:50,880 for instance, right? 249 00:13:50,880 --> 00:13:53,940 Somebody may go, I'm an OBGY, I'm a pediatrician, okay? 250 00:13:53,940 --> 00:13:58,780 I may go to an OBGYN and I'm telling them about all the amazing things that I do for 251 00:13:58,780 --> 00:14:00,540 pediatric patients, okay? 252 00:14:00,540 --> 00:14:05,140 Well, they care, but not as much as you think, right? 253 00:14:05,140 --> 00:14:10,900 Because what they want, the pain they're having is I have all these babies that was looking 254 00:14:10,900 --> 00:14:12,060 for pediatricians. 255 00:14:12,060 --> 00:14:15,140 When they come to me, they say, oh, this pediatrician will see them for another two months. 256 00:14:15,140 --> 00:14:17,420 So they're looking for someone who will see their patients right away. 257 00:14:17,420 --> 00:14:21,380 And they sense them somewhere and they're just like, oh my goodness, that person is 258 00:14:21,380 --> 00:14:22,380 awful, not like you. 259 00:14:22,380 --> 00:14:23,380 You have great bedside manner. 260 00:14:23,380 --> 00:14:25,460 You know, they're looking for someone who has great bedside manner. 261 00:14:25,460 --> 00:14:28,820 This is what I mean, like because you have to understand who the client is. 262 00:14:28,820 --> 00:14:31,500 In this case, the client is not the patient, the client is the OBGYN. 263 00:14:31,500 --> 00:14:32,660 You see what I'm saying? 264 00:14:32,660 --> 00:14:36,200 And so what is the pain they have? 265 00:14:36,200 --> 00:14:39,740 How do I solve their problem, right? 266 00:14:39,740 --> 00:14:42,860 You're riding grass on Dr. Toghese, you tell me who the client is in this place. 267 00:14:42,860 --> 00:14:46,980 It might be your department because they want all this funding for their institution. 268 00:14:46,980 --> 00:14:49,340 They want their institution to look good at all of that stuff. 269 00:14:49,340 --> 00:14:50,940 You need to understand who that client is. 270 00:14:50,940 --> 00:14:54,220 And so when you're talking, you're talking directly to their pain. 271 00:14:54,220 --> 00:14:57,620 You understand the problem that they're looking for you to solve and you position yourself 272 00:14:57,620 --> 00:14:59,380 as a person who solves that problem. 273 00:14:59,380 --> 00:15:03,620 That is the starting point of all things visibility because nothing works until you understand 274 00:15:03,620 --> 00:15:04,620 that. 275 00:15:04,620 --> 00:15:05,620 Right, Dr. Toghese? 276 00:15:05,620 --> 00:15:06,980 So tell me, how are we doing? 277 00:15:06,980 --> 00:15:08,300 No, that's perfect. 278 00:15:08,300 --> 00:15:11,900 You know, the story that keeps coming to mind each time you share is actually the story 279 00:15:11,900 --> 00:15:15,660 of someone who I know who is well respected in our field. 280 00:15:15,660 --> 00:15:20,700 He sometimes gets calls from NIH saying, hey, we have a pot of money and we're looking for 281 00:15:20,700 --> 00:15:21,700 someone who's going to do this. 282 00:15:21,700 --> 00:15:22,700 Are you interested? 283 00:15:22,700 --> 00:15:25,820 And that's interesting because right here we are, especially in the early career, we're 284 00:15:25,820 --> 00:15:28,860 like submitting grant after grant after grant after grant. 285 00:15:28,860 --> 00:15:32,540 And some people are getting called to apply. 286 00:15:32,540 --> 00:15:34,340 But that's because he's known. 287 00:15:34,340 --> 00:15:36,380 Yes, yes, he's known. 288 00:15:36,380 --> 00:15:40,340 And we might think, well, you know, 30 years later, of course he's known, but it's that 289 00:15:40,340 --> 00:15:41,700 he keeps showing up. 290 00:15:41,700 --> 00:15:45,300 And for that reason, he's known to be someone who has expertise in that area. 291 00:15:45,300 --> 00:15:46,860 Now, is he the only one? 292 00:15:46,860 --> 00:15:47,860 No. 293 00:15:47,860 --> 00:15:52,140 It's easier enough to call the person you know to say, hey, you should apply than to 294 00:15:52,140 --> 00:15:53,580 look for the person you don't know. 295 00:15:53,580 --> 00:15:54,580 So absolutely applicable. 296 00:15:54,580 --> 00:15:55,580 There you go. 297 00:15:55,580 --> 00:15:56,580 Right. 298 00:15:56,580 --> 00:16:03,380 And I'm going to come back to that story because now in his time, it would have taken 30 years, 299 00:16:03,380 --> 00:16:04,660 but please let's understand this. 300 00:16:04,660 --> 00:16:08,140 We live in different times and things are happening faster where AI is doing all the 301 00:16:08,140 --> 00:16:11,940 things that it's doing and we must recognize that everything can happen faster. 302 00:16:11,940 --> 00:16:14,380 So I hope nobody's waiting 30 years to have that. 303 00:16:14,380 --> 00:16:15,380 Right. 304 00:16:15,380 --> 00:16:18,940 And we might work for some time, but we don't have to look for 30 years. 305 00:16:18,940 --> 00:16:19,940 Okay. 306 00:16:19,940 --> 00:16:20,940 I'll tell you some of those things. 307 00:16:20,940 --> 00:16:21,940 Okay. 308 00:16:21,940 --> 00:16:22,940 So the first thing is, who's my ideal client? 309 00:16:22,940 --> 00:16:23,940 It might be NIH. 310 00:16:23,940 --> 00:16:24,940 It might be your department. 311 00:16:24,940 --> 00:16:25,940 Whatever. 312 00:16:25,940 --> 00:16:26,940 But you want to be clear. 313 00:16:26,940 --> 00:16:27,940 Who is that? 314 00:16:27,940 --> 00:16:28,940 Because that's who you talk to. 315 00:16:28,940 --> 00:16:31,180 That's who you position for and all of that. 316 00:16:31,180 --> 00:16:32,900 So that's number one. 317 00:16:32,900 --> 00:16:40,420 Then after that, whoever that person is, right, they exist and they exist in communities. 318 00:16:40,420 --> 00:16:42,220 You have to go find them. 319 00:16:42,220 --> 00:16:45,620 And if you're listening to this and you're an introvert, just know that I live this life 320 00:16:45,620 --> 00:16:46,620 for you. 321 00:16:46,620 --> 00:16:49,780 I live this life to show you that even as introverts, we can rock speaking, we can rock 322 00:16:49,780 --> 00:16:52,100 networking, we can rock all of those things. 323 00:16:52,100 --> 00:16:54,140 You have to find where they are. 324 00:16:54,140 --> 00:16:56,220 Are they at conferences? 325 00:16:56,220 --> 00:16:59,940 Are they, you know, like are there certain associations they are part of? 326 00:16:59,940 --> 00:17:01,860 Like where are they? 327 00:17:01,860 --> 00:17:05,020 Because you want to go there and put yourself in front of them. 328 00:17:05,020 --> 00:17:06,020 Okay. 329 00:17:06,020 --> 00:17:07,940 So we have this, I'll hand this thing over, they will come. 330 00:17:07,940 --> 00:17:09,100 They are not coming. 331 00:17:09,100 --> 00:17:11,220 We go to them. 332 00:17:11,220 --> 00:17:12,220 We go to them. 333 00:17:12,220 --> 00:17:17,180 And so now when you go to conferences, you don't just show up and hear the content. 334 00:17:17,180 --> 00:17:20,660 Like that is just 30% of going up to a conference. 335 00:17:20,660 --> 00:17:22,220 Like it's just 30%. 336 00:17:22,220 --> 00:17:26,060 There's another 30% that is literally going to make connections. 337 00:17:26,060 --> 00:17:30,260 So Dr. Toyosi, the doctor you were talking about, who has the NIH calling him. 338 00:17:30,260 --> 00:17:32,300 Now that's somebody you want to know. 339 00:17:32,300 --> 00:17:35,820 Because guess who could introduce you to the NIH? 340 00:17:35,820 --> 00:17:36,820 He can. 341 00:17:36,820 --> 00:17:38,920 Do you see what I'm saying? 342 00:17:38,920 --> 00:17:46,220 So we want to go where the ideal clients, the decision makers play and we want to go 343 00:17:46,220 --> 00:17:48,660 there and go hand with them. 344 00:17:48,660 --> 00:17:49,660 Right? 345 00:17:49,660 --> 00:17:52,020 And it gives us opportunities to get our own grants. 346 00:17:52,020 --> 00:17:56,580 It gives us opportunities to get in touch with people who can expose us to the opportunity 347 00:17:56,580 --> 00:17:58,380 to get our own grant. 348 00:17:58,380 --> 00:18:03,500 Like people who can shortcut our journey, they all gathered somewhere. 349 00:18:03,500 --> 00:18:07,460 So I, like one of the regrets, and you know I don't do regrets. 350 00:18:07,460 --> 00:18:10,820 Like if I could regret something, one of them would be, you know, when I was a resident, 351 00:18:10,820 --> 00:18:13,380 I didn't know any of these things. 352 00:18:13,380 --> 00:18:18,700 Imagine being in a hospital where you have like hundreds of people who are in training 353 00:18:18,700 --> 00:18:20,540 who are going to be all over the world. 354 00:18:20,540 --> 00:18:24,420 You have all these attendees, you have all these movers and shakers, program directors, 355 00:18:24,420 --> 00:18:25,420 all of that. 356 00:18:25,420 --> 00:18:26,780 And I was too shy to talk to any of them. 357 00:18:26,780 --> 00:18:29,180 I was too shy to build relationships and all of that. 358 00:18:29,180 --> 00:18:36,660 Can you imagine like, you know, 14, 15 years later, if I had built relationships with these 359 00:18:36,660 --> 00:18:41,540 people and kept the best 20%, like the most relevant 20% is what I need. 360 00:18:41,540 --> 00:18:44,820 Can you imagine what my life would look like if I had all those networks? 361 00:18:44,820 --> 00:18:48,180 Like, so we have all these opportunities. 362 00:18:48,180 --> 00:18:50,300 We should not be shy. 363 00:18:50,300 --> 00:18:52,700 We should not say, oh, they know so much better than me. 364 00:18:52,700 --> 00:18:55,020 There was a time they only knew what you knew. 365 00:18:55,020 --> 00:18:57,380 And we should not feel like, oh, I don't know anything. 366 00:18:57,380 --> 00:18:58,380 You're a whole physician. 367 00:18:58,380 --> 00:18:59,380 You're an expert. 368 00:18:59,380 --> 00:19:00,380 Okay? 369 00:19:00,380 --> 00:19:01,380 Like you're an expert. 370 00:19:01,380 --> 00:19:05,500 It costs you hundreds of thousands of dollars and at least a decade of your life to get 371 00:19:05,500 --> 00:19:06,540 to where you are. 372 00:19:06,540 --> 00:19:07,540 You are the expert. 373 00:19:07,540 --> 00:19:08,540 Right? 374 00:19:08,540 --> 00:19:12,460 And if you're thinking, oh, these older guys and older girls, they have all this stuff together, 375 00:19:12,460 --> 00:19:13,460 but you're the future. 376 00:19:13,460 --> 00:19:14,780 They're on their way out. 377 00:19:14,780 --> 00:19:15,780 You're the future. 378 00:19:15,780 --> 00:19:17,580 Like, see yourself like that. 379 00:19:17,580 --> 00:19:18,580 Right? 380 00:19:18,580 --> 00:19:22,380 But if we can put ourselves out there, we open so many doors. 381 00:19:22,380 --> 00:19:25,420 Favor can't be shown if it's not seen. 382 00:19:25,420 --> 00:19:27,580 People work with people they know, like, and trust. 383 00:19:27,580 --> 00:19:29,080 It's just the way it is. 384 00:19:29,080 --> 00:19:30,080 So that's the second thing. 385 00:19:30,080 --> 00:19:31,080 Right? 386 00:19:31,080 --> 00:19:34,380 Like we need to extrovert into, right? 387 00:19:34,380 --> 00:19:37,500 In business terms, we'll say extrovert into the marketplace, but you want to extrovert 388 00:19:37,500 --> 00:19:40,020 into your field so people can know. 389 00:19:40,020 --> 00:19:41,860 I know it'll take a minute. 390 00:19:41,860 --> 00:19:45,640 I know it'll take a number of attempts, but how many times did we learn the crap cycle 391 00:19:45,640 --> 00:19:47,660 before we got it? 392 00:19:47,660 --> 00:19:49,020 You know? 393 00:19:49,020 --> 00:19:50,020 Okay. 394 00:19:50,020 --> 00:19:57,180 But then after that, you know, you want to also give people an opportunity to experience 395 00:19:57,180 --> 00:20:00,820 what you do and what you stand for and you're a genius. 396 00:20:00,820 --> 00:20:01,820 Right? 397 00:20:01,820 --> 00:20:06,340 So there's a lot of people that would be speaking, that would be whatever writing you do, that 398 00:20:06,340 --> 00:20:11,340 would be whatever papers you've already done, but you want to create this body of work. 399 00:20:11,340 --> 00:20:15,900 And so really, I want to challenge everybody listening after today, when you have an opportunity 400 00:20:15,900 --> 00:20:20,820 to speak, let your default be closer to yes. 401 00:20:20,820 --> 00:20:24,060 Except you're at a stage where you've done so much speaking that now, you know, you're 402 00:20:24,060 --> 00:20:28,780 filtering, but if you're early stage and you haven't, like, make your default yes and then 403 00:20:28,780 --> 00:20:32,260 now see, okay, strategically, should I pass on this one? 404 00:20:32,260 --> 00:20:33,300 You know what I mean? 405 00:20:33,300 --> 00:20:36,420 And just start so people can experience you. 406 00:20:36,420 --> 00:20:37,420 Right? 407 00:20:37,420 --> 00:20:41,660 That you've gone out, now they know you, so they can experience you. 408 00:20:41,660 --> 00:20:45,720 And then, you know, the fourth thing I'll just throw out there is just this concept 409 00:20:45,720 --> 00:20:46,860 of asking. 410 00:20:46,860 --> 00:20:47,860 You know what I mean? 411 00:20:47,860 --> 00:20:53,440 Like, it's kind of like the guy who has dated a girl, who has been dating her for five years 412 00:20:53,440 --> 00:20:54,900 has never popped a question. 413 00:20:54,900 --> 00:20:58,300 Like the girl can't say yes to a question you didn't ask. 414 00:20:58,300 --> 00:20:59,300 You know what I mean? 415 00:20:59,300 --> 00:21:03,780 So do all the things, but get it. 416 00:21:03,780 --> 00:21:07,420 I think for physicians, especially this is pretty hard, but ask for what you want. 417 00:21:07,420 --> 00:21:09,500 Ask for the connection. 418 00:21:09,500 --> 00:21:12,060 Ask for the opportunity to write or co-write. 419 00:21:12,060 --> 00:21:13,060 Ask for the grant. 420 00:21:13,060 --> 00:21:14,740 Ask, like, ask, ask. 421 00:21:14,740 --> 00:21:20,640 You will hear a lot of no's, but you hear enough yeses that will turn your world right 422 00:21:20,640 --> 00:21:21,640 side up. 423 00:21:21,640 --> 00:21:22,640 Right? 424 00:21:22,640 --> 00:21:28,100 So build everything, build the visibility, but oh my goodness, ask a lot. 425 00:21:28,100 --> 00:21:30,460 A whole lot. 426 00:21:30,460 --> 00:21:31,460 That's really powerful. 427 00:21:31,460 --> 00:21:32,720 And thank you for sharing that. 428 00:21:32,720 --> 00:21:36,800 One of the things that makes me think about is people are waiting for their mentors to 429 00:21:36,800 --> 00:21:38,620 drop opportunities in their lives. 430 00:21:38,620 --> 00:21:42,980 So it's like, if I have a great mentor, if they have a speaking gig that they're not 431 00:21:42,980 --> 00:21:46,860 able to do, and they're just going to pass it on to me, people are waiting for that. 432 00:21:46,860 --> 00:21:51,620 What I'm hearing you say is that you, that's great, but there's more. 433 00:21:51,620 --> 00:21:57,240 And so it brings me to the question of social media, even as a strategy for academic researchers. 434 00:21:57,240 --> 00:21:58,460 And can you speak to that? 435 00:21:58,460 --> 00:22:02,660 Because I think many academics are like, no, social media, thank you very much. 436 00:22:02,660 --> 00:22:08,260 But I mean, from the visibility formula, I mean, that's definitely clearly a strategy 437 00:22:08,260 --> 00:22:10,260 that especially people who are younger can use. 438 00:22:10,260 --> 00:22:12,020 Can you speak to that? 439 00:22:12,020 --> 00:22:15,020 I love social media. 440 00:22:15,020 --> 00:22:16,020 Love it. 441 00:22:16,020 --> 00:22:24,100 And I say I love it because, I mean, like, a huge, I mean, like two billion people are 442 00:22:24,100 --> 00:22:26,940 on Facebook every month. 443 00:22:26,940 --> 00:22:27,940 Two billion. 444 00:22:27,940 --> 00:22:30,420 Where else do you see two billion people gathered? 445 00:22:30,420 --> 00:22:33,380 Now let me start by saying this because a lot of times people are like, I'm a private 446 00:22:33,380 --> 00:22:36,980 person, I'm a professional, and all of those kinds of things. 447 00:22:36,980 --> 00:22:42,500 If you go to my social media, you'll find out that I'm a private person and I'm a professional. 448 00:22:42,500 --> 00:22:43,500 Right? 449 00:22:43,500 --> 00:22:48,220 Like, you don't have to have your life, like your whole life on social media. 450 00:22:48,220 --> 00:22:53,580 You would barely find anything about my family, barely find anything about my kids. 451 00:22:53,580 --> 00:22:58,900 My business persona is on Facebook or social media. 452 00:22:58,900 --> 00:23:03,420 But my personal life, I'm a very private person, so my personal life is personal. 453 00:23:03,420 --> 00:23:11,380 So you can have, you can dominate social media as a clinical researcher and the other parts 454 00:23:11,380 --> 00:23:12,380 of you are just not there. 455 00:23:12,380 --> 00:23:13,380 You see what I mean? 456 00:23:13,380 --> 00:23:16,140 Like, you don't have to put all, you don't have to do that. 457 00:23:16,140 --> 00:23:17,560 This is not reality TV. 458 00:23:17,560 --> 00:23:19,580 You don't have to do that. 459 00:23:19,580 --> 00:23:22,140 But you're curating a brand because guess what? 460 00:23:22,140 --> 00:23:25,900 When you're speaking, you best believe that people pull out their phones and they Google 461 00:23:25,900 --> 00:23:26,900 it. 462 00:23:26,900 --> 00:23:28,660 You best believe that that's what's happening. 463 00:23:28,660 --> 00:23:34,260 Now do you want them to see random stuff that Google put together or do you want to control 464 00:23:34,260 --> 00:23:36,100 the narrative? 465 00:23:36,100 --> 00:23:40,860 If you want to control the narrative, you're going to curate your online reputation. 466 00:23:40,860 --> 00:23:45,020 If you don't, whatever Google puts together, that's who you are. 467 00:23:45,020 --> 00:23:48,780 And you're not going to be there by the person to say, no, that's not who I really am. 468 00:23:48,780 --> 00:23:50,820 Like, go here, you'll see this. 469 00:23:50,820 --> 00:23:52,980 That's not the way that works. 470 00:23:52,980 --> 00:23:58,900 So you can be on social media as a very private professional person. 471 00:23:58,900 --> 00:24:00,740 You don't have to do the reality TV thing. 472 00:24:00,740 --> 00:24:01,740 You don't have to dance. 473 00:24:01,740 --> 00:24:03,700 You don't have to do any of that. 474 00:24:03,700 --> 00:24:10,060 What you do want to curate what people find when they book for you. 475 00:24:10,060 --> 00:24:14,980 And a brand that is just like all over the place is not ideal. 476 00:24:14,980 --> 00:24:18,940 But a brand that's completely absent is almost even worse. 477 00:24:18,940 --> 00:24:23,180 And Dr. Toyosi, has this happened to you where you went to Google somebody and there's nothing? 478 00:24:23,180 --> 00:24:24,620 Like borderline irritated? 479 00:24:24,620 --> 00:24:28,800 Like, how far do I have to go to find this person? 480 00:24:28,800 --> 00:24:33,900 So for instance, whatever it is that you talk about, post about that. 481 00:24:33,900 --> 00:24:38,980 Just take what you do indoors and bring it outside so when people look for you, they 482 00:24:38,980 --> 00:24:41,300 can find you. 483 00:24:41,300 --> 00:24:42,540 They can binge on you. 484 00:24:42,540 --> 00:24:44,300 We live in a binge economy. 485 00:24:44,300 --> 00:24:45,300 Think Netflix. 486 00:24:45,300 --> 00:24:46,300 OK? 487 00:24:46,300 --> 00:24:51,340 So Dr. Toyosi, you know, like when I watch shows, if it's a show that has a season or 488 00:24:51,340 --> 00:24:54,100 two seasons, I don't watch it because I don't have time. 489 00:24:54,100 --> 00:24:57,060 Like I need this story to last for a bit. 490 00:24:57,060 --> 00:24:58,060 OK? 491 00:24:58,060 --> 00:25:01,580 So if you didn't have enough, if you didn't have enough to let it go for three, four, 492 00:25:01,580 --> 00:25:03,660 five seasons, I don't want to watch it. 493 00:25:03,660 --> 00:25:08,140 In the same way, when people look for you, they want to be able to binge on you. 494 00:25:08,140 --> 00:25:12,700 And with every post, they are knowing, liking and trusting you more. 495 00:25:12,700 --> 00:25:14,500 Do you see what I'm saying? 496 00:25:14,500 --> 00:25:18,180 So whatever it is that you talk about, come there, talk about. 497 00:25:18,180 --> 00:25:20,180 So I'll give you an example with myself. 498 00:25:20,180 --> 00:25:21,780 I was going to try one research. 499 00:25:21,780 --> 00:25:24,060 I was like, hmm, let me try one with me. 500 00:25:24,060 --> 00:25:29,660 But what I do is I help doctors build profitable businesses. 501 00:25:29,660 --> 00:25:30,800 That's what I do. 502 00:25:30,800 --> 00:25:35,460 And so if you look on my page, you'll see me talk about, you know, like, you know, I'll 503 00:25:35,460 --> 00:25:36,500 talk about podcasting. 504 00:25:36,500 --> 00:25:38,180 I'll talk about how to build teams. 505 00:25:38,180 --> 00:25:42,100 I'll talk about the mindset drama that doctors face as entrepreneurs. 506 00:25:42,100 --> 00:25:45,700 I'll talk about the mess that is going on in the health care space and all of those 507 00:25:45,700 --> 00:25:46,700 things. 508 00:25:46,700 --> 00:25:47,780 That's what I talk about. 509 00:25:47,780 --> 00:25:52,980 And so people are literally creating wins just from reading my posts. 510 00:25:52,980 --> 00:25:53,980 So what do you think? 511 00:25:53,980 --> 00:25:54,980 They know, like, trust me. 512 00:25:54,980 --> 00:25:58,180 They're like, if she can do all this stuff for free, like, what would it be like to work 513 00:25:58,180 --> 00:25:59,180 with her? 514 00:25:59,180 --> 00:26:00,540 You see what I'm saying? 515 00:26:00,540 --> 00:26:02,940 So the same way, talk about what you do. 516 00:26:02,940 --> 00:26:07,900 Imagine that people were looking at your social media to decide if they'll invite you to speak. 517 00:26:07,900 --> 00:26:11,460 Imagine that people are looking at your social media to decide if they're going to let you 518 00:26:11,460 --> 00:26:13,080 collaborate with them. 519 00:26:13,080 --> 00:26:16,980 Imagine that a mentor is looking for someone to pass on his best stuff. 520 00:26:16,980 --> 00:26:19,900 And he's like, you know, let me see what's really up with this person. 521 00:26:19,900 --> 00:26:20,900 He Googles you. 522 00:26:20,900 --> 00:26:23,420 Like, do you want to control what he sees or not? 523 00:26:23,420 --> 00:26:25,220 So I love social media. 524 00:26:25,220 --> 00:26:30,680 It has a lot of issues, but, you know, there's no such thing as a one-sided piece of paper. 525 00:26:30,680 --> 00:26:32,540 Everything has advantages and disadvantages. 526 00:26:32,540 --> 00:26:33,920 You choose, you know. 527 00:26:33,920 --> 00:26:36,380 So I use the social media has changed my life. 528 00:26:36,380 --> 00:26:38,820 I've gotten so many speaking gigs from it. 529 00:26:38,820 --> 00:26:43,260 I've gotten so many investment opportunities from it. 530 00:26:43,260 --> 00:26:46,900 I've gotten team members from it. 531 00:26:46,900 --> 00:26:47,900 So much. 532 00:26:47,900 --> 00:26:51,020 And as you know, the Entremont Business School is built on social media. 533 00:26:51,020 --> 00:26:52,020 It's amazing. 534 00:26:52,020 --> 00:26:53,020 Yeah. 535 00:26:53,020 --> 00:26:54,020 No, it's really powerful. 536 00:26:54,020 --> 00:26:58,740 I mean, I just, to an example for myself, someone said, well, I didn't know you talked 537 00:26:58,740 --> 00:27:00,260 about clinicians leading research. 538 00:27:00,260 --> 00:27:02,500 Can you come talk at my institution? 539 00:27:02,500 --> 00:27:06,720 And that's something you can put on your CV as a visiting professor. 540 00:27:06,720 --> 00:27:09,460 And so that opportunity came from social media. 541 00:27:09,460 --> 00:27:12,500 So definitely being visible is very helpful. 542 00:27:12,500 --> 00:27:13,500 Yeah. 543 00:27:13,500 --> 00:27:17,260 And then, you know, like, I'm glad that you do that. 544 00:27:17,260 --> 00:27:19,820 Sometimes people say, well, I don't want to talk about myself a lot. 545 00:27:19,820 --> 00:27:21,860 And they think people know them. 546 00:27:21,860 --> 00:27:24,420 I'm going to say this in the most loving way I know how. 547 00:27:24,420 --> 00:27:26,580 Nobody knows you. 548 00:27:26,580 --> 00:27:29,020 Like nobody, nobody knows you. 549 00:27:29,020 --> 00:27:35,340 Like there's so many people right now that are looking for somebody just like you. 550 00:27:35,340 --> 00:27:36,900 They don't know you exist. 551 00:27:36,900 --> 00:27:38,940 They don't know. 552 00:27:38,940 --> 00:27:44,100 You know, Dr. Toyosi, you know, like, so my podcast, the Entremont Podcast, at this time 553 00:27:44,100 --> 00:27:48,700 probably had about 500,000 downloads, right, which puts it in the top percent, like global 554 00:27:48,700 --> 00:27:50,260 podcasts. 555 00:27:50,260 --> 00:27:55,980 And so somebody did a post in a Facebook group that had 11,000 women physicians. 556 00:27:55,980 --> 00:27:59,100 And they said, what's your favorite podcast to listen to? 557 00:27:59,100 --> 00:28:00,100 Okay. 558 00:28:00,100 --> 00:28:04,580 So I see the post and I'm like, they're going to be talking about Entremont, they're going 559 00:28:04,580 --> 00:28:07,100 to be doing all the things. 560 00:28:07,100 --> 00:28:11,700 I saw the first 20 comments, not a mention. 561 00:28:11,700 --> 00:28:14,580 Next 20 comments, not a mention. 562 00:28:14,580 --> 00:28:18,100 The third set of 20 comments, not a mention. 563 00:28:18,100 --> 00:28:21,340 I think it was like the 72nd comment or whatever. 564 00:28:21,340 --> 00:28:25,700 They're like, oh yeah, also listen to Entremont. 565 00:28:25,700 --> 00:28:26,700 You see what I'm saying? 566 00:28:26,700 --> 00:28:28,820 Like there are a million physicians and I have $500,000. 567 00:28:28,820 --> 00:28:30,780 So I'm thinking like people really know me. 568 00:28:30,780 --> 00:28:31,780 You see what I'm saying? 569 00:28:31,780 --> 00:28:34,620 Like they know me, they know what my brand is all about and all that. 570 00:28:34,620 --> 00:28:38,500 And I always knew like you want to make that assumption people don't because there's so 571 00:28:38,500 --> 00:28:39,900 many, they don't. 572 00:28:39,900 --> 00:28:43,940 Like it takes an extraordinary amount of effort to put yourself out there so so many people 573 00:28:43,940 --> 00:28:44,940 know about you. 574 00:28:44,940 --> 00:28:48,620 And I was just like, that day was such a reminder. 575 00:28:48,620 --> 00:28:50,200 Like put yourself out there. 576 00:28:50,200 --> 00:28:51,200 People don't know. 577 00:28:51,200 --> 00:28:52,200 Check it out. 578 00:28:52,200 --> 00:28:54,860 Coca-Cola is still advertising. 579 00:28:54,860 --> 00:28:57,140 Apple is still advertising. 580 00:28:57,140 --> 00:29:02,220 Amazon makes sure every single bus stand that they use has Amazon all over it. 581 00:29:02,220 --> 00:29:03,220 Why? 582 00:29:03,220 --> 00:29:05,300 Because they're still advertising. 583 00:29:05,300 --> 00:29:10,580 So if they're still advertising, like Instagram advertises, they spend millions of dollars 584 00:29:10,580 --> 00:29:11,800 on ads. 585 00:29:11,800 --> 00:29:17,980 So if these humongous companies understand that they must put themselves in front of 586 00:29:17,980 --> 00:29:19,660 new people, who are we? 587 00:29:19,660 --> 00:29:21,660 Like nobody knows you. 588 00:29:21,660 --> 00:29:22,660 Right? 589 00:29:22,660 --> 00:29:24,700 So that's why I was saying, oh, I didn't know you speak. 590 00:29:24,700 --> 00:29:26,220 Okay, come speak over here. 591 00:29:26,220 --> 00:29:30,540 The question is, who are the other people who don't know you speak? 592 00:29:30,540 --> 00:29:32,900 And who could tell you come speak over here? 593 00:29:32,900 --> 00:29:34,220 You see what I'm saying? 594 00:29:34,220 --> 00:29:36,940 Like that's a powerful thing you brought up. 595 00:29:36,940 --> 00:29:38,540 We need to put ourselves out there. 596 00:29:38,540 --> 00:29:41,020 And our lives will be so different. 597 00:29:41,020 --> 00:29:42,020 So different. 598 00:29:42,020 --> 00:29:43,020 Absolutely. 599 00:29:43,020 --> 00:29:48,500 And I think you spoke to something earlier that resonates with me where it's like, what 600 00:29:48,500 --> 00:29:50,700 about if you feel like you don't have much to say? 601 00:29:50,700 --> 00:29:51,780 It's like, well, I just started. 602 00:29:51,780 --> 00:29:53,380 I only have two manuscripts. 603 00:29:53,380 --> 00:29:55,220 Like what am I going to say? 604 00:29:55,220 --> 00:29:57,060 What would you say to that person? 605 00:29:57,060 --> 00:29:58,060 Okay. 606 00:29:58,060 --> 00:30:06,900 So as physicians, we are content creating machines. 607 00:30:06,900 --> 00:30:12,020 And I hope everyone listening will never forget this. 608 00:30:12,020 --> 00:30:17,060 So let's come to primary care for a second and then we'll come back to research. 609 00:30:17,060 --> 00:30:22,180 If I saw 20 patients a day, right? 610 00:30:22,180 --> 00:30:24,340 That means I did 20 interviews. 611 00:30:24,340 --> 00:30:25,340 What are you doing now? 612 00:30:25,340 --> 00:30:26,340 You're doing an interview. 613 00:30:26,340 --> 00:30:29,340 I did 20 of them. 614 00:30:29,340 --> 00:30:31,380 20 interviews. 615 00:30:31,380 --> 00:30:32,380 Okay. 616 00:30:32,380 --> 00:30:38,300 And then I wrote a note, right? 617 00:30:38,300 --> 00:30:40,500 So that's 20 blog posts. 618 00:30:40,500 --> 00:30:43,500 I wait to think about it. 619 00:30:43,500 --> 00:30:51,500 20 interviews, 20 blog posts every day, five days a week, all year long. 620 00:30:51,500 --> 00:30:55,680 We create content for fun. 621 00:30:55,680 --> 00:30:59,620 We can never run out of content ever. 622 00:30:59,620 --> 00:31:00,620 Okay. 623 00:31:00,620 --> 00:31:03,440 So think about research, right? 624 00:31:03,440 --> 00:31:08,020 Think about the opposing thoughts, right? 625 00:31:08,020 --> 00:31:10,380 That you have to look at. 626 00:31:10,380 --> 00:31:14,380 Think about the myths people believe you have to overcome. 627 00:31:14,380 --> 00:31:19,060 Think about the outcomes people thought, okay, this is where this will take us, but it took 628 00:31:19,060 --> 00:31:20,420 us somewhere else. 629 00:31:20,420 --> 00:31:22,460 Think about the process of research. 630 00:31:22,460 --> 00:31:24,400 Think about how to get funded. 631 00:31:24,400 --> 00:31:30,540 Think about how to leverage collaborations to get your opportunities faster. 632 00:31:30,540 --> 00:31:35,960 Think about the commonest mistakes people make early career as researchers that cost 633 00:31:35,960 --> 00:31:37,140 them years. 634 00:31:37,140 --> 00:31:40,260 Think about the person you saw that excelled that you observed. 635 00:31:40,260 --> 00:31:42,340 These are the strategies they used to get there. 636 00:31:42,340 --> 00:31:46,020 Like, how are you going to run out of content? 637 00:31:46,020 --> 00:31:50,340 You can never run out of content. 638 00:31:50,340 --> 00:31:52,540 It is not possible for you to... 639 00:31:52,540 --> 00:31:56,820 Even if all you did is these are the things people believe and you do your own commentary, 640 00:31:56,820 --> 00:31:57,820 you can... 641 00:31:57,820 --> 00:31:58,820 Which is... 642 00:31:58,820 --> 00:32:01,380 And mind you, we're thinking this all the time. 643 00:32:01,380 --> 00:32:03,220 They say, but I think. 644 00:32:03,220 --> 00:32:04,220 They say, but I think. 645 00:32:04,220 --> 00:32:07,060 We're doing this all day, every day. 646 00:32:07,060 --> 00:32:08,980 You cannot run out of content. 647 00:32:08,980 --> 00:32:14,060 So the starting point is stopping and realizing, I am a content creation machine. 648 00:32:14,060 --> 00:32:15,460 I'm a whole physician. 649 00:32:15,460 --> 00:32:17,980 Like, have you seen the size of our textbooks? 650 00:32:17,980 --> 00:32:20,860 I'm a whole content creation machine. 651 00:32:20,860 --> 00:32:23,780 I do this all day, every day, twice on Sunday for fun. 652 00:32:23,780 --> 00:32:24,780 Right? 653 00:32:24,780 --> 00:32:29,460 And once we can lean into that, we start thinking about what we're thinking about. 654 00:32:29,460 --> 00:32:31,300 You start thinking about what we're doing. 655 00:32:31,300 --> 00:32:32,580 We start thinking about... 656 00:32:32,580 --> 00:32:35,540 Because think about getting funded, Dr. Toyosi. 657 00:32:35,540 --> 00:32:39,580 Like, when you think about it, you're like, that's just something I do. 658 00:32:39,580 --> 00:32:40,580 I'm amazing. 659 00:32:40,580 --> 00:32:41,660 I just do that. 660 00:32:41,660 --> 00:32:43,540 But there's a whole process to it. 661 00:32:43,540 --> 00:32:47,100 And each step can be seven videos. 662 00:32:47,100 --> 00:32:48,100 Because you can talk about the mistakes. 663 00:32:48,100 --> 00:32:49,740 You can talk about the right way to do it. 664 00:32:49,740 --> 00:32:51,100 You can answer the questions people have about it. 665 00:32:51,100 --> 00:32:52,980 You can talk about the mindset trauma around it. 666 00:32:52,980 --> 00:32:55,940 Like each step, seven videos each. 667 00:32:55,940 --> 00:32:58,660 Like when will you be done with that? 668 00:32:58,660 --> 00:33:00,540 You see what I mean? 669 00:33:00,540 --> 00:33:07,100 And so I think we just need to pedal back and realize we have so much content. 670 00:33:07,100 --> 00:33:08,980 We have so much expertise. 671 00:33:08,980 --> 00:33:10,860 We have the best stories. 672 00:33:10,860 --> 00:33:14,100 We have arguably the best education. 673 00:33:14,100 --> 00:33:16,500 We can't run out of content. 674 00:33:16,500 --> 00:33:17,500 And then there's misinformation. 675 00:33:17,500 --> 00:33:20,300 Like, just dispelling misinformation. 676 00:33:20,300 --> 00:33:21,940 You cannot run out of it. 677 00:33:21,940 --> 00:33:22,940 You see what I'm saying? 678 00:33:22,940 --> 00:33:25,420 Like, it is impossible to run out of content. 679 00:33:25,420 --> 00:33:33,260 The On Trendy Podcast has 415 episodes in four and a half years. 680 00:33:33,260 --> 00:33:34,540 Right? 681 00:33:34,540 --> 00:33:36,020 And I got a lot of content left. 682 00:33:36,020 --> 00:33:38,540 You see what I'm saying? 683 00:33:38,540 --> 00:33:39,540 Yeah. 684 00:33:39,540 --> 00:33:42,580 Yeah, you know, you never think about it like that. 685 00:33:42,580 --> 00:33:44,300 The fact that we're always generating content. 686 00:33:44,300 --> 00:33:45,300 And yes, we are. 687 00:33:45,300 --> 00:33:51,940 In a day of seeing patients, even in just talking to trainees or mentees that we work 688 00:33:51,940 --> 00:33:54,460 with, we are always generating content. 689 00:33:54,460 --> 00:33:56,380 And so yeah, that's a powerful way to look at it. 690 00:33:56,380 --> 00:33:57,380 Thank you. 691 00:33:57,380 --> 00:33:58,380 Thank you for that perspective. 692 00:33:58,380 --> 00:33:59,380 Yeah, I love it. 693 00:33:59,380 --> 00:34:00,380 Our doctors were amazing. 694 00:34:00,380 --> 00:34:01,380 I love physicians. 695 00:34:01,380 --> 00:34:02,380 Yeah, we're pretty amazing. 696 00:34:02,380 --> 00:34:03,380 I'm biased a little bit. 697 00:34:03,380 --> 00:34:10,500 So, you know, we're coming to the end of the podcast and I want to make sure that we leave 698 00:34:10,500 --> 00:34:15,260 space for something that's important about visibility that we haven't touched on, but 699 00:34:15,260 --> 00:34:17,700 that's really important to our audience. 700 00:34:17,700 --> 00:34:18,980 Yeah. 701 00:34:18,980 --> 00:34:25,660 So I think if I could leave everybody with one thing, it's this. 702 00:34:25,660 --> 00:34:28,980 You know, a lot of times when we think about visibility, we think I don't want to put myself 703 00:34:28,980 --> 00:34:29,980 out there. 704 00:34:29,980 --> 00:34:33,260 I don't want to seem like I'm promoting myself and all of those things. 705 00:34:33,260 --> 00:34:37,420 And visibility has very little to do with you. 706 00:34:37,420 --> 00:34:43,500 Visibility is all about the problems that you solve in the world and being the kind 707 00:34:43,500 --> 00:34:47,260 of person who's willing to do what it takes to put yourself in front of the people who 708 00:34:47,260 --> 00:34:50,780 have the problem so you can fix it. 709 00:34:50,780 --> 00:34:51,780 That's it. 710 00:34:51,780 --> 00:34:52,780 That's why. 711 00:34:52,780 --> 00:34:57,020 I mean, so I'm going to use myself and I'm going to come to research. 712 00:34:57,020 --> 00:35:05,020 There are doctors who are trying to build brands and they don't know what to do. 713 00:35:05,020 --> 00:35:08,860 And they have a lot of mindset trauma and they're like, oh, you know, I'm an introvert. 714 00:35:08,860 --> 00:35:09,860 I'm shy. 715 00:35:09,860 --> 00:35:13,900 I don't want to be seen like I'm promoting myself and all of those kind of things. 716 00:35:13,900 --> 00:35:20,940 And if they learn the principles and they're able to act on them, they could completely 717 00:35:20,940 --> 00:35:24,100 change the narrative. 718 00:35:24,100 --> 00:35:30,460 So we've had physicians who are primarily building brands, like they're employed physicians 719 00:35:30,460 --> 00:35:31,940 building brands. 720 00:35:31,940 --> 00:35:36,180 And they've been able to set themselves up where we had a doc who took 12 weeks off. 721 00:35:36,180 --> 00:35:37,420 Dr. Toysi, you know her. 722 00:35:37,420 --> 00:35:38,780 She took 12 weeks off. 723 00:35:38,780 --> 00:35:41,300 12 weeks off to travel. 724 00:35:41,300 --> 00:35:45,060 And she ended up making more than she's ever made ever. 725 00:35:45,060 --> 00:35:46,420 Why? 726 00:35:46,420 --> 00:35:48,260 Because she learned how to build a brand. 727 00:35:48,260 --> 00:35:49,540 She learned how to leverage. 728 00:35:49,540 --> 00:35:50,540 She learned how to ask. 729 00:35:50,540 --> 00:35:52,260 She learned all the things. 730 00:35:52,260 --> 00:35:58,660 And so when you think about it, it means that I can take somebody from I'm shy. 731 00:35:58,660 --> 00:35:59,980 I can't put myself out there. 732 00:35:59,980 --> 00:36:02,140 I can't tell all these people they have it together. 733 00:36:02,140 --> 00:36:03,500 I don't have it together. 734 00:36:03,500 --> 00:36:09,740 I can take somebody from that to a person who's now confident, who's built a brand, 735 00:36:09,740 --> 00:36:13,860 who understands how to monetize the brand, who understands how to create opportunities, 736 00:36:13,860 --> 00:36:17,100 who understands how to network like a boss. 737 00:36:17,100 --> 00:36:23,780 And so not only have they built their dream career, they've built their dream life. 738 00:36:23,780 --> 00:36:32,460 Now with visibility, my job is to keep my eye on somebody has this pain, but life could 739 00:36:32,460 --> 00:36:34,180 look like this. 740 00:36:34,180 --> 00:36:41,780 Am I willing to put myself out there loud enough, consistently enough, and long enough 741 00:36:41,780 --> 00:36:44,140 until that person finds me? 742 00:36:44,140 --> 00:36:50,340 Because when they work with me, on the other side is dream career and dream life. 743 00:36:50,340 --> 00:36:53,820 It has nothing to do with me. 744 00:36:53,820 --> 00:36:58,700 And in the same way, think about the value of the research that a researcher would do. 745 00:36:58,700 --> 00:37:02,500 Think about the fact that NIH is like, we got this money we need to spend. 746 00:37:02,500 --> 00:37:06,580 We're just looking for people who can get the job done. 747 00:37:06,580 --> 00:37:08,740 And you can get the job done. 748 00:37:08,740 --> 00:37:12,260 And then you're not going to put yourself out there so they know you can get the job 749 00:37:12,260 --> 00:37:13,260 done. 750 00:37:13,260 --> 00:37:16,220 This has nothing to do with you. 751 00:37:16,220 --> 00:37:21,060 This is about I've identified my person, my ideal client. 752 00:37:21,060 --> 00:37:23,080 I see their pain. 753 00:37:23,080 --> 00:37:26,620 I see what life could look like on the other side of me doing what I do. 754 00:37:26,620 --> 00:37:32,980 And I'm willing to put myself out there loud enough, consistently enough, long enough for 755 00:37:32,980 --> 00:37:35,300 them to find me. 756 00:37:35,300 --> 00:37:41,000 So that all that good that my career can do, I can do it. 757 00:37:41,000 --> 00:37:44,740 And I can create a legacy. 758 00:37:44,740 --> 00:37:47,300 And I can build my dream life while I'm at it. 759 00:37:47,300 --> 00:37:50,420 So visibility is not about you. 760 00:37:50,420 --> 00:37:55,260 If you can focus on the people you're called to serve, it'll be so much easier for you 761 00:37:55,260 --> 00:37:56,820 to put yourself out there. 762 00:37:56,820 --> 00:37:58,500 It's not about you. 763 00:37:58,500 --> 00:38:01,240 It's not about you at all. 764 00:38:01,240 --> 00:38:02,900 It's about the change you can bring in the world. 765 00:38:02,900 --> 00:38:06,180 And Dr. Toys, I know you said one thing, but I'll give you two. 766 00:38:06,180 --> 00:38:10,340 And the second one, you know it because you've heard me say it a million times. 767 00:38:10,340 --> 00:38:13,220 One of these days, we're going to leave the planet. 768 00:38:13,220 --> 00:38:15,020 We're not going to live forever. 769 00:38:15,020 --> 00:38:16,020 Okay. 770 00:38:16,020 --> 00:38:17,060 Now that's a little morbid. 771 00:38:17,060 --> 00:38:20,500 So I like to use my 90th birthday instead, right? 772 00:38:20,500 --> 00:38:26,340 But someday you're going to be 90 and you're not going to have the strength or the time 773 00:38:26,340 --> 00:38:30,540 to come back and do the things you have an opportunity to do now. 774 00:38:30,540 --> 00:38:35,060 And I have, you know, when I was younger, I remember taking a test or two where I had 775 00:38:35,060 --> 00:38:37,340 valid excuses why I couldn't study. 776 00:38:37,340 --> 00:38:38,340 Right? 777 00:38:38,340 --> 00:38:39,660 I don't know if this has happened to your doctor. 778 00:38:39,660 --> 00:38:41,620 You're like, I'm busy this that that that. 779 00:38:41,620 --> 00:38:46,760 But the second you walk in to go take the test, you're like, girl, you should have studied. 780 00:38:46,760 --> 00:38:48,100 Like you had time to study. 781 00:38:48,100 --> 00:38:49,260 Like who's fooling who? 782 00:38:49,260 --> 00:38:50,700 You could have studied. 783 00:38:50,700 --> 00:38:51,700 Right? 784 00:38:51,700 --> 00:38:55,740 Now that's not bad when you're taking a test and you're young, but I don't want to be there 785 00:38:55,740 --> 00:38:58,900 at 90 because I can't go back and fix it. 786 00:38:58,900 --> 00:39:01,780 I don't want to get to 90 and say, you know, you were saying you were scared. 787 00:39:01,780 --> 00:39:02,780 You're an introvert, blah, blah, blah, blah, blah. 788 00:39:02,780 --> 00:39:03,780 That didn't really matter. 789 00:39:03,780 --> 00:39:04,780 You could have actually done it. 790 00:39:04,780 --> 00:39:08,580 I don't want to think that I want to get a 90 and I want to celebrate. 791 00:39:08,580 --> 00:39:12,220 I'm like, guys, I did it all. 792 00:39:12,220 --> 00:39:14,060 I dared every fear. 793 00:39:14,060 --> 00:39:17,100 I took every opportunity that I felt was mine. 794 00:39:17,100 --> 00:39:25,540 I believed in what I'm called to do, what my career is supposed to do enough to get 795 00:39:25,540 --> 00:39:26,980 it done. 796 00:39:26,980 --> 00:39:28,660 And I did it. 797 00:39:28,660 --> 00:39:30,260 Whatever is my time, I'm out of here. 798 00:39:30,260 --> 00:39:32,940 Like that's the that's the way I want to be at 90. 799 00:39:32,940 --> 00:39:38,140 I do not want to regret the things that I didn't do because I was so scared or maybe 800 00:39:38,140 --> 00:39:40,180 it wasn't a common path or any. 801 00:39:40,180 --> 00:39:42,260 I don't want to regret any of that. 802 00:39:42,260 --> 00:39:44,580 And so I want to bring you along for that ride. 803 00:39:44,580 --> 00:39:49,300 Like ask yourself at 90 me saying, oh, I can't speak. 804 00:39:49,300 --> 00:39:50,820 Oh, they're all better than me. 805 00:39:50,820 --> 00:39:53,700 And all of those kind of things like will that hold water? 806 00:39:53,700 --> 00:39:54,700 Would you be proud? 807 00:39:54,700 --> 00:39:59,020 You didn't do the things you really wanted to do because of that. 808 00:39:59,020 --> 00:40:03,700 Like if the answer is no, like, come on, you want to celebrate at 90. 809 00:40:03,700 --> 00:40:04,700 Right. 810 00:40:04,700 --> 00:40:08,180 So tell you today like, come on, we need to make 90 year old me proud. 811 00:40:08,180 --> 00:40:10,340 That's what we got to do. 812 00:40:10,340 --> 00:40:11,340 Right. 813 00:40:11,340 --> 00:40:12,340 So, so yeah. 814 00:40:12,340 --> 00:40:17,100 So don't hear this and not do anything like here to make a change. 815 00:40:17,100 --> 00:40:21,500 It would change your life, change everything. 816 00:40:21,500 --> 00:40:22,500 That's pretty powerful. 817 00:40:22,500 --> 00:40:27,980 I mean, it's true as as as academic investigators, we want impact. 818 00:40:27,980 --> 00:40:30,140 We absolutely do. 819 00:40:30,140 --> 00:40:34,540 And if we think about it as this is not about me or people knowing about me, but an opportunity 820 00:40:34,540 --> 00:40:38,940 for the work I do to have impact, it changes the way we think about it. 821 00:40:38,940 --> 00:40:39,940 Absolutely. 822 00:40:39,940 --> 00:40:40,940 That's really good. 823 00:40:40,940 --> 00:40:41,940 That's really good. 824 00:40:41,940 --> 00:40:44,700 So Dr. Una, I wish that we could keep going. 825 00:40:44,700 --> 00:40:47,100 This is such an awesome conversation. 826 00:40:47,100 --> 00:40:51,180 I wonder from my audience who's like, wow, where do I get to hear more about Dr. Una? 827 00:40:51,180 --> 00:40:52,500 Where can I find her? 828 00:40:52,500 --> 00:40:54,100 Where can people find you? 829 00:40:54,100 --> 00:41:01,220 Well, so to inspire people to look at social media, let's get connected on LinkedIn. 830 00:41:01,220 --> 00:41:02,220 Okay. 831 00:41:02,220 --> 00:41:06,020 So, so look for me there so that we can we can inspire each other. 832 00:41:06,020 --> 00:41:07,420 So Dr. Una Chukwude there. 833 00:41:07,420 --> 00:41:13,860 But really, I have a newsletter that goes out every Thursday and it's some of my best 834 00:41:13,860 --> 00:41:19,940 stuff where I help people make like it's like one mindset hack they can do right away. 835 00:41:19,940 --> 00:41:22,700 One boss move you can do right away. 836 00:41:22,700 --> 00:41:26,420 And truthfully, if you follow that and you're doing that every week, you'll be surprised 837 00:41:26,420 --> 00:41:27,660 where you find yourself. 838 00:41:27,660 --> 00:41:32,540 You know, one of my superpowers is taking complex principles and making them simple 839 00:41:32,540 --> 00:41:34,780 and breaking them into simple action steps. 840 00:41:34,780 --> 00:41:39,060 So really, if you follow them a year later, you go like, oh, that's what Dr. Una meant 841 00:41:39,060 --> 00:41:41,220 when she said if you do this, this will change your life. 842 00:41:41,220 --> 00:41:42,340 Like and I'm okay with that. 843 00:41:42,340 --> 00:41:43,340 Right. 844 00:41:43,340 --> 00:41:45,820 But you just keep getting better by default. 845 00:41:45,820 --> 00:41:47,420 So you can sign up for it. 846 00:41:47,420 --> 00:41:48,420 It's free. 847 00:41:48,420 --> 00:41:51,060 It's ontreamd.com forward slash newsletter. 848 00:41:51,060 --> 00:41:56,060 And then every Thursday, I'll be in your inbox coaching you on how to, you know, build that 849 00:41:56,060 --> 00:42:01,660 brand and show up like that entrepreneur, as we say, and really start embracing these 850 00:42:01,660 --> 00:42:05,700 business principles and brand building principles that will change everything for you. 851 00:42:05,700 --> 00:42:08,460 So that's ontreamd.com forward slash newsletter. 852 00:42:08,460 --> 00:42:09,460 Awesome. 853 00:42:09,460 --> 00:42:11,540 Thank you so much. 854 00:42:11,540 --> 00:42:14,860 And your book, tell us about how we can get a hold of your book. 855 00:42:14,860 --> 00:42:15,860 Yeah. 856 00:42:15,860 --> 00:42:20,140 So on Amazon, it is called the visibility formula. 857 00:42:20,140 --> 00:42:23,880 And we have a number of books, so what we call the ontreamd business school library, 858 00:42:23,880 --> 00:42:28,900 but the visibility format is an easy read, easy read, but you can take it, you can apply 859 00:42:28,900 --> 00:42:29,900 it. 860 00:42:29,900 --> 00:42:33,700 You can go back, read it again, apply it, it'll change everything for you. 861 00:42:33,700 --> 00:42:40,180 And we have the ontreamd method, which also goes into brand building and how to think 862 00:42:40,180 --> 00:42:43,420 about entrepreneurship as a physician in this time. 863 00:42:43,420 --> 00:42:44,420 Right. 864 00:42:44,420 --> 00:42:49,380 Like, you know, when I graduated from residency, Dr. Toyosi, there are barely any urgent cares. 865 00:42:49,380 --> 00:42:51,540 Like that was not a thing. 866 00:42:51,540 --> 00:42:54,580 You know, like I never thought CVS would be my competition. 867 00:42:54,580 --> 00:42:55,940 Walmart will start a click. 868 00:42:55,940 --> 00:42:58,900 Like it was just a completely different time. 869 00:42:58,900 --> 00:43:03,980 And so the times that we're in now require a training that we never got in medical school 870 00:43:03,980 --> 00:43:05,900 or residency or any of that. 871 00:43:05,900 --> 00:43:09,140 And the ontreamd method kind of walks you through that. 872 00:43:09,140 --> 00:43:10,140 Right. 873 00:43:10,140 --> 00:43:15,580 So where the way medicine needs to be in 2024, the way physicians need to be in 2024 to thrive. 874 00:43:15,580 --> 00:43:17,860 So both of those you can get on Amazon. 875 00:43:17,860 --> 00:43:18,860 Wow. 876 00:43:18,860 --> 00:43:19,860 Thank you for sharing. 877 00:43:19,860 --> 00:43:22,420 And as you're talking about that, it's true. 878 00:43:22,420 --> 00:43:26,740 Our landscape is different from the landscape our mentors had 20, 30, 40 years ago. 879 00:43:26,740 --> 00:43:27,780 We really need help. 880 00:43:27,780 --> 00:43:31,900 And so thank you for writing those books that are going to be helpful no matter what your 881 00:43:31,900 --> 00:43:35,980 industry, whether you're an academic physician or you're a clinician, scientist or you're 882 00:43:35,980 --> 00:43:38,300 a clinician, those books are going to be certainly helpful. 883 00:43:38,300 --> 00:43:40,220 I've read them and they're excellent. 884 00:43:40,220 --> 00:43:42,100 So thank you for writing them. 885 00:43:42,100 --> 00:43:43,100 Thank you. 886 00:43:43,100 --> 00:43:44,100 Thank you. 887 00:43:44,100 --> 00:43:45,780 Well, thank you for being on the show. 888 00:43:45,780 --> 00:43:47,740 It's been such a pleasure to have you. 889 00:43:47,740 --> 00:43:52,380 And to our audience, please, this has been a great episode and I want to share with, 890 00:43:52,380 --> 00:43:55,900 I want you to find one person who needs to hear about this. 891 00:43:55,900 --> 00:44:01,220 You know, a colleague who's like shy, who says no social media, that person needs to 892 00:44:01,220 --> 00:44:02,220 listen. 893 00:44:02,220 --> 00:44:03,220 So please forward it on to them. 894 00:44:03,220 --> 00:44:05,580 Dr. Una, thank you for being here. 895 00:44:05,580 --> 00:44:06,820 Thank you so much for having me. 896 00:44:06,820 --> 00:44:08,420 This was absolutely great. 897 00:44:08,420 --> 00:44:09,420 Thank you. 898 00:44:09,420 --> 00:44:10,420 All right, everyone. 899 00:44:10,420 --> 00:44:20,140 We'll see you next time. 900 00:44:20,140 --> 00:44:25,500 Thanks for listening to this episode of the Clinician Researcher Podcast, where academic 901 00:44:25,500 --> 00:44:31,220 clinicians learn the skills to build their own research program, whether or not they 902 00:44:31,220 --> 00:44:32,300 have a mentor. 903 00:44:32,300 --> 00:44:38,260 If you found the information in this episode to be helpful, don't keep it all to yourself. 904 00:44:38,260 --> 00:44:40,140 Someone else needs to hear it. 905 00:44:40,140 --> 00:44:44,180 So take a minute right now and share it. 906 00:44:44,180 --> 00:44:49,660 As you share this episode, you become part of our mission to help launch a new generation 907 00:44:49,660 --> 00:44:55,420 of clinician researchers who make transformative discoveries that change the way we do healthcare. 908 00:44:55,420 --> 00:44:55,920 Thank you.