The Power of Visibility with Dr. Una

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Welcome to the Clinician Researcher podcast, where academic clinicians learn the skills

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to build their own research program, whether or not they have a mentor.

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As clinicians, we spend a decade or more as trainees learning to take care of patients.

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When we finally start our careers, we want to build research programs, but then we find

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that our years of clinical training did not adequately prepare us to lead our research

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program.

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Through no fault of our own, we struggle to find mentors, and when we can't, we quit.

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However, clinicians hold the keys to the greatest research breakthroughs.

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For this reason, the Clinician Researcher podcast exists to give academic clinicians

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the tools to build their own research program, whether or not they have a mentor.

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Now introducing your host, Toyosi Onwuemene.

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Welcome to the Clinician Researcher podcast.

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I'm your host, Toyosi Onwuemene, and what an absolute privilege to be on the show today

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talking to you.

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Thank you for tuning in.

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I am especially excited about today's guest because she's kind of an unusual guest on

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our show.

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So Dr. Una, I'm going to say, I'm going to introduce her a little bit before I lie hard

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to introduce herself, is a business doctor.

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She's a business woman.

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And so she is not just a pediatrician.

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She is a practice owner.

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She's a coach.

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She owns multiple businesses.

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And so then the question is, what is she doing on our show?

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And one of the things that I asked her to come and talk today about is about visibility

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and why it matters for our academic careers.

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And so without further ado, I'm going to say, Dr. Una, welcome to the show.

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Thank you so much for having me.

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I've been excited.

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I've been waiting for this all day.

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And so eye-opening too.

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So Dr. Una, would you introduce yourself by way of your physician practice and now what

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you do as a business person?

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Yeah.

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So my name is Dr. Una.

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I am a pediatrician by training.

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And like Dr. Chayosi said, I'm a serial entrepreneur.

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So my first business was my private practice, which I opened because I was totally ignorant

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of all things business.

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I did not realize the things I would have to do to pull it off.

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So I got out there and my philosophy was I'll hang the shingle and they would come.

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So I hung the shingle and they did not come.

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So I had to learn the things we're going to talk about today as far as visibility goes.

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I had to learn them through the school of hard knocks.

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And after I started my private practice, I had a doc that worked for me every Friday.

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So I had a long weekend every weekend.

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Business was good.

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Life was good.

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I had time to be with the family.

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But then I started leaning into this and realizing the fundamental changes that happen in the

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health care space.

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And I knew that if all we knew how to do is doctor, if we're just, you know, like we have

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one dimension and we're going to have a lot of problems, it occurred to me that we have

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to learn other things.

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We have to retool ourselves.

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We have to adapt for where we find ourselves.

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That's really when I started embracing speaking, consulting, writing, you know, all these other

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things.

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And it really set the stage for me to have a career that I truly love.

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And you helped me build a life that I love.

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And so as I started on that journey, I was like, you know, no need to do it alone.

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I launched EntreeMD and then started helping doctors do the same thing.

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Like whether you work a job or you own a private practice or your culture or your research

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or it doesn't matter.

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Like you have to own your brand.

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You have to own your business.

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Like every doctor is a business really.

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Like you have a business.

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You may not be leveraging it, but you have one and just own that and figure out how to

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make it work for you where you're able to have the impact you want.

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You're able to create the financial freedom you want.

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And then you have time for what truly matters to you.

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So you know, we launched the podcast, we were writing books, we have the EntreeMD Business

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School.

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We have events and it's all about serving physicians.

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Our goal is to help a hundred thousand physicians figure this out and completely change the

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narrative for physicians everywhere.

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So thank you, Dr. Una.

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I have followed your work for at least a year and a half now.

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And I will say that it really is life changing.

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And I didn't think when I started as an academic physician that it had any relevance to me,

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honestly.

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It was more like a curiosity, but now I really see a lot of the relationships.

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And that's what I want us to talk about today.

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I want to start with the fact that as an academic physician, entrepreneurship is just totally

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not on our radar, at least for most of us just starting out.

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I want you to speak to in what way is an academic career similar to entrepreneurship?

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Yeah.

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So in the EntreeMD model to start with, we think every physician is an entrepreneur.

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And I'll explain what I mean by that.

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Now, even if you're in academic medicine, there is one thing that opens doors for you.

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There is one thing that gets people to collaborate with you.

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There is one thing that gets you the right opportunities in front of you.

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There's one thing that you can use as leverage to open even more doors, and it's your brand.

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Right?

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Like sometimes when we think about brand, we think about the influencer on Instagram.

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But really it is your reputation.

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It's how you're perceived.

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And perception is reality.

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Dr. Toise, I'm sure you know people who are super smart, but they can't put themselves

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out there.

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They cannot position themselves.

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They cannot talk about what they do in such a way that people are attracted to them to

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help them, to open doors to them and all of that.

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And even though they're super smart and even though they're probably the best person for

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the job, they don't get it because they're not perceived that way.

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Right?

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So when you think about you as a researcher, there is something you have, and that is your

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personal brand.

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And if you can understand that that brand is an asset, and if you can understand how

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to position it as if you're looking for somebody like this, this is where you go.

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If you can understand how to leverage it, how to monetize it and all of that, it will

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change the trajectory of your career completely.

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But what we have a lot of times, because we don't recognize that as a brand or as a business,

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or you know, what we do is we just let it go by default.

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And default, what do you get?

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Weeds, right?

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Like you don't plan a, you don't get a piece of ground and clear it up and then you see

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like a beautiful garden and it's weeds.

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But imagine, because many physicians, many clinical researchers, they would have a dream.

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These are the kind of things, these are the kind of research things I want to be involved

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in.

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These are the kind of people I want to work with.

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This is the kind of money I want to make.

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This is the kind of time I want to have for the things that matter to me, family, all

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of those things.

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Like you already have that, but your brand is the vehicle to get you there.

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Your brand is the vehicle to get you there, is the brand, is the vehicle to do all of

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those things.

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So we can either have a brand by default, or we can have a carefully curated brand,

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and that's what opens the door for everything else, right?

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So now that's really powerful.

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And I want to thank you for saying that.

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When you talk about the whole concept of brand, I think when we, if we're early career faculty,

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we can look to the doc in our institution who has $300 million in NIH funding and we're

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like, yep, definitely a brand.

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But what we don't realize is that we're building from the very beginning.

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And we may not have that brand recognition, but we're creating brand recognition.

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And so to some extent, it's like, how can you be intentional about creating brand recognition

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and not wait to create it or for it to magically appear after maybe 20, 30 years in the academy?

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Yeah.

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And like, you know, Dr. Toyosi, if you think about it, right, I am sure you know, physicians

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who are a clinician or researchers who want to have access to really great opportunities,

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but if they got an opportunity to speak, they would say no.

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They had opportunities to have a podcast, they would say no.

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If they had an opportunity to go network where the decision makers are, they would say no.

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You know why?

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Because they don't realize that these are all components that make their brand more

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visible, that position them as the expert, that will open doors that really you can say

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this person has $300 million in grants and you have no million in grants.

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But if you have all these things going for you, you've positioned yourself as someone

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who needs to be taken seriously, somebody who is somebody to watch, somebody to follow

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and all of that.

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Like you may not have the millions to your name yet, but you can set the stage where

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you still cannot be ignored.

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So you're doing this podcast, for instance, and this is the deal, you know, whether you

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recognize it or not.

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Once you come and you're helping other physicians see what is possible, helping other clinical

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researchers see what is possible, you're sharing your story, you're doing all that, you position

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yourself as the expert.

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Like you have, there's nothing you can do about it, your brand is elevated, period.

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And then when someone says, oh, I want someone to speak over here, you're like, well, she's

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welcome before, she has a podcast, she's talked to all these people, she has a large network,

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that's who we want, right?

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And so it is like what a brand can do for you, it's possible that somebody could give

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you a million dollars and it will not do that for you.

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A carefully curated brand can change the trajectory of your career and things that would take

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other people 30 years, 40 years to accomplish, you can accomplish in five.

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I couldn't want that, you know?

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It's pretty powerful.

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And in fact, from what you're saying, it's the whole idea of building brand.

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And so that's where visibility comes in.

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So you put on a really great masterclass over a couple of days every year, really talking

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about the visibility formula.

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And recently you published a book about the visibility formula, which is so awesome and

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congratulations.

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Thank you.

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Thank you.

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And so that's what I want to talk about today is visibility.

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Because I think from our academic researcher perspective, it's like put your head down,

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get the work done, get the grants funded and visibility will come, right?

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That's kind of what we're taught.

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But you're saying think differently.

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You're saying don't put your head down for 20 years.

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Bring your head up and think about visibility.

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So let's talk about it.

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What is this visibility business and why is it relevant to academic researchers?

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Yeah.

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And before I even get to the details of it, you brought up something that is really important,

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especially as physicians that we understand this.

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Now put your head down.

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Yeah, you're going to put your head down, but oh my goodness, bring it up, you know

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what I mean?

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Like bring it up too.

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And this is the reason why, you know, sometimes people say, well, this is not fair, but life

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is not fair.

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But life has rules.

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There are rules to this game.

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And if you can understand the rules, you can play it to win.

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For instance, I can write a book and I put my head down and do the work and get the book

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written, right?

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But the only way for that book to be a best selling book is for me to also bring my head

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up and sell the book.

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If I won't sell the book, it will be a best written book.

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People don't even care about that enough to give it its own category.

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There is no category for best written book, right?

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And so in the same way, we want to do the research, we want to do all that, and that's

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good and we should.

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We still need to bring your head up to do other things.

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And that's what we're going to talk about, right?

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That's what the whole visibility formula is about.

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So when we look at this, the reason I wrote the book is because, you know, I started off

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my journey as an entrepreneur.

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You say this many times as a super shy, socially awkward, introverted, introvert.

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I would not do any of the things I'm doing now.

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But I did learn that, you know, like, this is not a personality type.

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These are skills, okay?

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And we can all learn the skills.

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And I figured if, I mean, like, there's a million physicians and we are brilliant and

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we have the best stories and we have so much expertise, if we could just add this on top

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of what we already have, it will be completely unstoppable, right?

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And it's like, how can I just create a book that someone can walk through and just follow

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what the book says and then find themselves in a completely different place, right?

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Because this is what you do to attract the grants you want.

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It's what you do to attract the team you want.

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It's what you do to attract, you know, like a solid network.

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And my favorite thing is to attract what we call the unknown.

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And sure, Dr. Toghese, after you started working on visibility yourself, there are opportunities

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that you never actually looked for.

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You never made it to your vision board.

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But it falls on your lap and you're like, that's kind of nice.

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I would like that, right?

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And then because that's what visibility does.

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And so the starting point of visibility is really identifying who are the people that

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my work helps, okay?

237
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Who are the people that my work helps?

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And to be clear, if you are a researcher and, you know, like you have an end goal, so maybe

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you're doing some research that's going to help patients, but they're not the decision

240
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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

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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
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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
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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
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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.