Latest / Coffee Playdate Podcast with Dr. Olga Deengar / From Fear to Freedom Ep 31: How Dr. Una Built a Physician Business Empire

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From Fear to Freedom Ep 31: How Dr. Una Built a Physician Business Empire · Coffee Playdate Podcast with Dr. Olga Deengar

• Dr. Olga Deengar: Welcome to the Coffee Playdate Podcast. I have a very special guest with me today, Dr. Una. Dr. Una: Thank you so much for having me. I'm excited to be here. Dr. Olga Deengar: great to have you. ⁓ we kick off, I'd like to start off by asking, do you drink coffee? Dr. Una: I do not. I drink a lot of tea and hot ⁓ Dr. Olga Deengar: perfect. Okay. ⁓ know, that's surprising for being a physician, ⁓ drinking coffee like most of us do, but that's amazing. ⁓ Dr. Una: My mom tricked us. She convinced us that if you drink coffee, you'd be more predisposed to psychosis and things like that. And for some reason we believed her. And so we just never drank coffee. I had coffee for the first time a year ago when we went to Dubai and they're like, this is like Arabian coffee. You have to try it. And I had a sip and I was like, I didn't need to break my streak for that. It's not, it wasn't all that. Dr. Olga Deengar: wow. We're to play our first game now. It's called the rapid fire questions game. I'll ask you to choose between one answer or the other, whatever you like more. Just go with your gut instinct. You don't need to explain your answer. Okay. Here we go. Do you like running a private practice or running a business school? Dr. Una: running a business school. Dr. Olga Deengar: Very good. How about hiring fast or hiring right? Dr. Una: Hiring right. Dr. Olga Deengar: a book or filming a documentary? Dr. Una: Filming a documentary. Dr. Olga Deengar: last one is launching something new or optimizing what already works. Dr. Una: optimizing what already works. Dr. Olga Deengar: Okay, perfect. next. ⁓ Dr. Una: Those are hard to answer. Both of them are amazing. Dr. Olga Deengar: know. The game is called Take a Sip. And this time ⁓ we answer the question. And if our answers match, we take a sip from our coffee cups. Here we go. ⁓ Podcasting speaking on stage? Dr. Una: speaking on stage. Dr. Olga Deengar: to say podcasting. no sips here. Next one, having authority or being authentic? Dr. Una: Being authentic. Dr. Olga Deengar: being authentic all the way. Cheers to that. Would you like to have a quiet time with a notebook or a big audacious brainstorming session? Dr. Una: big audacious brainstorming session. a tough one. ⁓ love both. ⁓ Dr. Olga Deengar: It's a tough one because you'd like to have it. Sure. this time, I would have to say that the notebook. I really feel like reflecting and writing down some of my big ideas works well when I'm alone and doing that. And last question here is protecting your mornings or evenings for me time. Dr. Una: mornings Dr. Olga Deengar: Yes, me too. Cheers to mornings. Great. So Dr. Una, I know a little bit about you, but can you tell our listeners a little bit about yourself and the amazing work that you do? Dr. Una: Yeah, so I am a board certified pediatrician and I'm a serial entrepreneur. I started off with private practice and I've done several businesses after that. I am a wife. I've been married. We just celebrated 20 years and I have four children who I homeschool from 10 all the way up to 18 years. And I am a relentless advocate for physicians everywhere. So my primary business at this point is really about helping doctors build profitable businesses. ⁓ a vehicle, right? Building a profitable business is a vehicle so that they can live life and practice medicine on their terms, which with everything happening in the physician community now, this ⁓ really what we need to take ⁓ our autonomy, get rid of burnout. Define what we want our careers to look like as doctors and have financial freedom So I'm all about supporting doctors and that has led me down the path of podcasting and writing books and creating programs and doing all of that so a lot of stuff that you know, I'm dedicating to helping physicians do Dr. Olga Deengar: That's incredible. Why do you think right now especially is a time to really help support physicians? Dr. Una: Yeah, if you think about it, we had a monopoly of sorts, not because we wanted it, but that's just the way that it was. And we came into this space where Now we have so many players in healthcare, right? And because we were conditioned to kind of stay in our lane, then the other players came into all these positions of leadership and started dictating how things would work for physicians. So all of a sudden we have no autonomy. All of a sudden we're cogs in the wheel, which leads to burnout, is the fastest ⁓ to burnout. ⁓ everybody is almost like everybody's the boss of us if we continue staying that way. And because do not get a business education, but we're here to play in a marketplace, because I know people may not like that word when you're referring to healthcare, but for the sake of this conversation, in the marketplace, you have to learn how to compete. You have to learn how to open ⁓ for yourself. You have ⁓ know how to build boundaries. There's so many things, and we got none of that as an education. And so it's hard to play. in a sport you have no education like you don't even recognize. It's a game and ⁓ right ⁓ Being physician is amazing. ⁓ It's and we're equipped to care for patients Well, we are not equipped to care for our careers. We're not equipped to take care of our businesses We're not equipped to take care of our money. We're not equipped to do any of that So it's creating so many problems. ⁓ And when I talk to physicians I say We're just one set of skills away from the life and the business and the careers that we truly want. And it's business skills. And it doesn't matter if you are employed or if you are a coach or if you run a private practice or you have a product-based business, it doesn't matter what it is. We do have to have, we have to have business skills to thrive. So I'll give you an example. I have a doctor who is an employed physician, okay? But also recognize, okay, I think you're right, I need to layer on business skills and layered on business skills. So he's not an entrepreneur, but he's an intrapreneur. So he shows up in his job, the way an entrepreneur shows up, he understands how to negotiate because that's what entrepreneurs do. He understands that he can have some kind of autonomy even in an employed physician, he can create a win-win situation. So he works a four-day work week as a surgeon. he has a long weekend every weekend. He gets max bonuses. So six figures, multiple six figures, that's what he gets because he negotiated for that. So that's what I'm like, it's a shift. It's not like business because I have a private practice. It's like, no, if you are a physician, you need business skills. This is what we need to thrive. So whether we are employed, whether we own businesses, regardless of the type of business, if we can add that to our business skills, to our medical skills, then we get back in the driver's seat. We're back in control. And then we get to chart our own destiny as opposed to being told to stay in our own lane and, you know, do what we're told because that is, that's a nightmare. Dr. Olga Deengar: It is, and I love that you're helping you know, create their own paths and live life on their own term. but how do you do it? How did you come up the idea behind the EntreMD Business School? How did you get or create this blueprint for the physicians? Dr. Una: Well, I'll say it was whole journey started in 2016. So if I could take you to 2016, which is ⁓ a decade from now. And this point, had a private practice. The private practice was doing really well. I had somebody only wanted to work on Fridays. This person only wanted to work one day a week and wanted to work on Friday. Good for you, good for me. OK, you get to work here one day. I get to have a long weekend every weekend. And so I worked four days a week, money was good, everything was good, we were fine. And so there's this morning, and I will never forget this morning for as long as I live, I was just done with my morning routine. So, you know, prayer, meditation, all of this stuff. And I just had this knowing medicine as you know it is gone. If all you know how to do is lay hands on patients and do what you do in clinical care, you are going to be out of luck. And I started thinking about it. was like, okay, I could be the CEO of my practice as opposed to the lead pediatrician at my practice. mean, CEOs, they do stuff. And I said, okay. I like, could be a speaker, which was hilarious. I'll tell you why. Cause at that time I was a super shy, socially awkward introvert introvert. So be on stage like fully who. In fact, when you ask the question podcasts or be on stage, I almost wanted to stop and say it's beyond stage, but that's because of the amount of evolution. It's not because my natural bent will be to be on stage. ⁓ you see what I'm saying? So, but I said, yeah, but speak their speakers. That's their business model. That's what they do. Um, so I could do that. I was like, well, I, I run a successful practice. guess I could show other people how to do that. I didn't, I didn't even know there was such a thing as a coach at the time. Right. So I was like, I could be a consultant. I guess I could show people how to do that. I could write books. I still remember where I was. started writing these things. I pinned them on the wall. I was like, this is bizarre. And the reason I tell that story is because like, of course that's how everything started, but also we're going to get a lot of nudges. You can never tell what happens when you respond to the nudges you have. Because that's all this was. It didn't make sense. so I started thinking of how to retool myself. And then I got this invitation to an event. came in the mail. It was a speaking event. They would teach you how to speak. I was like, yeah, that was on my list. I guess I could go do that. And I went for that event. And they talked about ⁓ speaking the business of speaking and all of those things. And At the end of it, they're like, oh yeah, and we have a program. You can learn how to do this. It's a 10 month program. it is $43,000. I cannot tell you how mad I was. I was like, what just happened here? Like 43,000, like it's laced with gold. what in the world, right? But I knew, I was like, I had this knowing like everything's about to change. You have to retool yourself. And so I gulped, I called my husband said, this is what's going on. This is what we need to do. And it's like, yeah, let's go. And when I say let's go, it sounds like I have 43,000 somewhere. I did not, right? But I was like, we'll figure it out. And so I signed up for it. we joke about it till today that that was the best $43,000 we ever spent. And it's because it started this process of radical retooling. You know what I mean? ⁓ anyways, I started doing this speaking thing. ⁓ people in the program will go speak in places. I couldn't go speak in places. I had a private practice to run. And so I started a Facebook live every week to practice my speaking. I call it the Legacy Parent Show. And then I started going on live, like terrified and all. And then I would ask a patient, like, how do you find out about this? I said, ⁓ I saw you on Facebook. it became obvious what I needed to do. I was like, wait, what? so these things started happening. And then it dawned on me. I had another nudge. And the nudge was this. There are a million physicians. And nobody has time for you to do all this evolution and then come back and say, you know, this is how you help them because it's going to be a bloodbath. It's going to be really bad. Like medicine, as you know, it is gone. So are you going to wait to help them? Are you going to start helping them now? So literally that's how Entre MD started. I was like, okay, I mean, I know some stuff, so I'll teach you what I stuff, what I know. And then I'm going to learn more stuff. And when I learn more stuff, I'll teach you more stuff, but we have to start retooling ourselves. So I started Entre MD, I love to say I started and it was this big thing. My very first meeting with all the marketing skills in the world I had, I had six doctors and three medical students. This was the whole meeting, right? And I got up, I shared the vision. I was like, this is EntreMD and all of that stuff. So I started doing some one-on-one coaching. Eventually I did a one-day event, which was really cool. It was like 47 people in the room. And I did my first program, which was a 12-week program. It was amazing. People got results. I was thinking they would know after 12 weeks, you don't quit because we have a lot of retooling to do. Now after 12 weeks, they're, that's so awesome. Thank you so much. You changed my life. Bye. And that's when I vowed never to do a 12 week program for as long as I live. Like ever, ever will I do that because I know the evolution needs to be continuous. Right. And what that meant was now it's time to go all out. It's time to help people at the highest level. It's time to own what the brand is. go for it. And so June 27th, 2020 was when I was like, okay. And that was the launch of the EntreMD , business school, which had so much imposter syndrome, if you will, around, because I was like, you have one business and you don't have a business degree. And so now Harvard says they have a business, but you say you have a business school, like you're tripping. And I say that again, because someone may think the idea is weird or whatever. That's the way it starts. And so that was Almost we're about to celebrate our sixth year anniversary of supporting physicians in the business school. Dr. Olga Deengar: Congratulations, that's huge. did you overcome that imposter syndrome? Because I think a lot of physicians really struggle with this when they're starting something new. Dr. Una: Yeah, so I have a client of mine, her name is Dr. Toomer She actually did ⁓ a TED talk on this and talked about how imposter syndrome would, in any other context, will be called bravery. Right? Because that's really, I didn't have imposter syndrome around being a physician entrepreneur, helping other people start businesses till I decided I was going to start the EntreMD Business School. And so every time you try to step out of your comfort zone, here comes fear, because that's what it is. Here comes fear, saying, are you? to do that, right? And so there are a number of things I've done to overcome that. The first is that I've recognized that when those fears and those nagging thoughts come telling you're not good enough, you're a fraud, you'll be found out and all of that, it usually comes up when you're at the edge of your comfort zone. That's when that shows up. And so I used to interpret it as, my goodness, I should stop. But now that I know that it's just a signal that is saying I'm at the edge of my comfort zone, it means where I am, I can only continue to be who I am here and create what I've created here. But if I step outside my comfort zone, then that's where there's evolution. That's where I can build something I've never built before. That's when I can create results I've never created before. So it's just a marker of the boundary. That's all that it is. It's the fence. And it's like, okay, I know you feel this now, but if you go past the fence on the other side is good stuff. Because think about it, we have served hundreds of physicians in the business school. We have thousands of physicians in our workshops and all of that. We have over 800,000 downloads of the EntreeMD podcast. ⁓ of these things are things that would have never happened if I allowed that fear stop me. It's so stupid, the fear. ⁓ you see what I'm saying? So the opportunity cost of stopping because the fear came for me now I say is too high. Cause I think of all the things that could have not been if I was just like, yeah, it's true. can't do that. None of these things would exist. And the worst part is I'd never know. I'd never know this is what could have happened. Right? And so I re I reframed how I think about that. It doesn't mean stop. It's not a danger kind of fear. Like you're about to fall off the cliff. It's a fear just saying, you are the edge, but if you go past it, it's good stuff there. Right? So that's the first thing. The second thing is, I've sat down to think about it. Has it ever been a year where imposter syndrome didn't show up, where there wasn't fear like, ooh, you shouldn't try that. It's not safe and all that stuff. Has it ever been a year or a project or a time it showed up before I went to medical school? It showed up while I was in medical school? It showed up when it was time to choose who to marry. It showed up when I was having kids. showed like, was like, apparently it's not going anywhere. And so if I'm going to accomplish things in this life, I'm going to have to do it in spite of it. can't wait for it to go away because it is not going to go away. I'm 47 years old. It hasn't gone away in over four and a half decades. It's not going anywhere. And so what I did, and it's so funny, I was sitting at this table when I made this decision. said, you know, Dr. Olga Deengar: Bye. Dr. Una: Since the fear is not going to go away anyway, it doesn't get to drive anymore. It doesn't get to make decisions anymore. It's going to go to the passenger seat. You can stay there and say anything you want to say. I'm going to be here with my hands on the steering wheel, and I'm going to drive this car where I want it to go. So yap on. Do your thing. But you don't get to drive anymore. that's the second thing. And the third thing is I've Now this is over a year, so everybody will start from where they are and then build the reps here. But I've practiced being disciplined. And discipline means doing what you need to do, when you need to do it, whether you feel like it or not. And so the fact that I feel fear doesn't have anything to do with anything. I can be afraid, I can be nauseous, I can be whatever, and I'm still gonna stand up and I'm still gonna do what I need to do. Right? Like I told you, I would pick speaking on stage rather than podcasting. But there are very few times I go up on stage that the nerves don't show up. Very few times. Most of the times like, oh boy, you know, well, your last talk was really good, but who knows? Maybe you ran out of what to say. Right? Like, Ooh, look at that person. They look a little sleepy. That's how boring you are. but I, but I know that it happens. And so it's like, I mean, you do you, I'ma do me. That's literally the attitude I have towards it. So I don't let it vote. I don't let it stop me. it never stopped. I just it doesn't get to run the show at all. Dr. Olga Deengar: Yeah, that's incredible because when you shift that perspective, you can shift the entire outcome and the result that you get. And I also share that fear of on stage because I think, ⁓ mean, most people get nervous going there, but there are certain ways you can kind of control, help control your emotions and the thoughts that you have behind that fear so that you can do your best when you're up there. Dr. Una: Yeah, and there's one other thing I left out, which is probably one of the more important things, and that is lean into my why very So for instance, when I think about the physician community, have taken time to say, OK, what does my work actually do? So now I have evidence. I worked with people. Before that, I would go like, what could it do? ⁓ But I've with people. So what has it done? And, you know, I'll give you an example. There's a doc I interviewed recently. And she's been in the business school back in the business school for nine months. And she comes on and she's like, my business. You know, I was in the EntreMD business school for the last six months of last year, my business grew by 41%. And I took seven weeks off. And she's like, we just started the year. We're already at 60 % higher. than last year. And I used to do this locum job. put in notice because now I know I can create the business that I want to build. Okay. And she says all that and she's like, but that's not the best thing. And she starts crying. Okay. She's now this is an interview with hundreds of people watching the interview, right? And she's crying. And then she's like, I have time for my children. She says I'm a better parent. She says my marriage is better. She's like, we've had this bathroom we've wanted to renovate for the last six years and now we're doing it. So when I think about it, I'm like, when I do what I do, whether it's a podcast, it's a book, speaking on stage, in the profitable private practice movement, in the EntreMD business school, whatever it is, what I'm doing is I'm activating physicians they can embrace entrepreneurship, which is ⁓ the to escape what is the norm in the physician community now. And it them their dream businesses. and their dream lives. I want you to imagine having feeling that and then you're in a room, you have to go on stage to talk to 300 doctors. Yes, the nerves may come, but you cannot not deliver on what you do because what you do is so life changing. This year, I mean, I tap into my why I tap into what my work does. I tap into the difference so I can move myself out of the way. Right. Because imposter syndrome here is all self. I can remove myself because it's not about me. Like me showing up on stage if I'm afraid is because Dr. Olga Deengar: Yes. Dr. Una: I think I'll mess up. I'll think, right? But if I'm thinking about how somebody's life can be changed because I spoke for 40 minutes, I'm like, let's go. Like fear or not, because we cannot not do this. There is somebody who is in a really tight corner and everything can change for them if I just do my job. So it puts it, puts me in a completely different state where I'm like, Yeah, but yeah, I hear the fear, but look at what we can do here. Yeah. Dr. Olga Deengar: The impact is so much greater than just yourself. I mean, there's a huge ripple effect from the speech that you're giving or, you know, program from your Entre MD business school. I'd love that ⁓ tapping your why I think everybody should do that. ⁓ And do often enough, you know, now ⁓ your journey, which has been incredible so far. I hearing about it. Dr. Una: Yeah, yeah, it's a good thing. Dr. Olga Deengar: Has there been a challenge that you've navigated in your business and how did you grow from that? Dr. Una: Has there not been a challenge? There's been every challenge, everyone you can imagine. man, ⁓ one could I give you? Wow. Okay. Let me pick some, let me pick some from, ⁓ the earlier days because. You know, when I decided I was going to start helping people, initially it wasn't physicians. Initially it was all entrepreneurs. Okay. That's where I started from. And you know, how I ended up with physicians is probably a different story, I created this course, you know, it was five modules. Put it on Thinkific. Awesome. and nobody bought it. And I send the emails and nobody Um, I posted about it on social media and nobody bought it. And finally, I texted one of my friends who lived in the UK at the time and she bought it. Now this course was $99. $99. So I had a $99 launch. The person who bought it, and she wasn't just my friend. Like we went to. middle school the equivalent of middle school and high school together and stayed in touch all through college like we went to two different medical schools but all through college so this is like my buddy right so my buddy was the only person who paid 99 for it yeah was the launch well this is the thing right and and i talk about this a lot Dr. Olga Deengar: what you do. Dr. Una: Acting like an entrepreneur doesn't make you an entrepreneur. Launching a product doesn't make you an entrepreneur. Starting a practice doesn't make you an entrepreneur. Becoming an entrepreneur makes you an entrepreneur. So I was in so much denial about my need to market, my need to sell, my need to stay the course. launches, that's a whole beast. There's a whole technology behind that. And so I would like to say I responded to it and turned it around. I couldn't turn it around because I wasn't an entrepreneur. I was a creator, so I created a course. So I succeeded at that, but I was not an entrepreneur, so I couldn't sell. the beautiful thing about that, and this would be helpful, is the understanding that now into wins and lessons. There are no true losses. So what I walked away from that experience ⁓ with the knowledge that creation is one thing. Getting paid for your creation is a completely different thing. And you have to learn that. Otherwise you create things that you can never sell. And people do that all the time. Or you create a practice that nobody's coming to. People do that all the time. And so, but yes, $99, $99. So let me give you the one I did something about it. So June 27, 2020, we launched the EntreMD Business School. It was amazing. It was an online event. We had 321 doctors registered, probably had about 180 some odd doctors live at any particular point in time. was a six hour event. And, um, and, and then, you know, I taught about, you know, how to make that transition to become an entrepreneur. I taught them about marketing. I taught them, I taught them all these things and then told them about the EntreMD business school. So finished all of that went to my Kajabi account because I'm sure everybody signed up for EBS, right? two people signed up. It was very clear to me. You're at a crossroads. You get to pick. I was like, okay. I was like, if I go the drama route, it's a wrap. Like it's done. So I can't afford to go to the drama route. I have to go the other route. was like, okay. I was like, okay. All right. So we've done this six hour event. It was from 10 AM to 4 PM. I was like, you know, the emails that need to go out have gone out, just chill. And then we'll continue in the morning. So of course. Somewhere at back of my mind, was like, yeah, I'm going to sign up in the morning. And people had been up all night signing up and you know, all of this stuff. I wake up in the morning, go to my Kajabi, two, same two people. like, I just told all these people about marketing. Now they're going to be like, how come there's only two of us? Right. I'm like, okay. So in that moment, I learned, yes, you can do, you can pitch what you want to pitch, but everything else is in the follow-up. If you do it. Dr. Olga Deengar: I'm in town. Dr. Una: If you have the guts to stay at it as discouraging and disappointing at it as it is to the end. So I was like, okay. And so I would go on Facebook. I'd go live, tell people about what's going on. I would send emails. I'm like, these are the signs that you should be in the EntreMD business school. I'm doing the thing, doing the thing. I think on that next day, which was Sunday, no extra person signed up. Monday, I think one person signed up. After that, maybe two people here signed up or so. It was so crazy. And I think the day before the cart closed, probably, I have to look at the data, it's been so long, maybe 14 or something there about, and then the next day we ended at 22, with some of them signing up. ⁓ closes at 11.59 PM and 11.58 PM, I think three or four people signed up. And it was just this thing of... Can you go from disappointment to disappointment without losing your enthusiasm? Can you go from disappointment to disappointment and stay solid with the plan? Like executing. Because if I said, I'll stay till the end, but I wasn't doing anything, we still wouldn't have had that number of people, And so yeah, so we ended up with 22. Dr. Olga Deengar: you Dr. Una: the very first cohort. ⁓ my goodness. Yeah. But, but what I just described is entrepreneurship all day, every day, all day, every day. It's, it's one challenge after the other. And so that's why, you know, in, instance, in the EntreMD Business School, one of the things we do is we live 90 day years. And so what I mean by that is, you know, Q1 January through March is a, is a year. And then April 1st, we're like, happy EBS new year. Dr. Olga Deengar: What? Dr. Una: And the idea behind that is sometimes when you have a year to do something, you're like, nothing but time, I'll get to it. When you have 90 days, right? So we tend to be focused for longer sprints. And then the end of it, when we review it, we talk about wins and lessons. So as an entrepreneur, one of the most powerful things you can do is take away this concept of ⁓ wins and successes and failures, because of the... A failure is only a failure if you didn't learn from it. Right? If my first launch taught me that when you create product, you need to sell the product. In fact, that was the only course ⁓ or or program or anything that I created and then sold. I flipped it after that, and I sell and then create. Because that's the real work anybody can create. You know what I mean? The real work is, you know, so learned that valuable lesson which allowed me to have a successful launch of the EntreMD Business School. So did I really lose? Did I really fail? I didn't. You see what I mean? And so when you a hire and the hire didn't work and you fired the person, that could be a loss if you learn nothing from it. But if you learned... There was one red flag number one number two number three and you ignore them next time don't ignore them Next time don't say ⁓ warm body and hire them You actually have to interview them and go through the process like if all those things happened then even though you had turnover It was a lesson not a loss so that so entrepreneurship is full of challenges like How do I describe this so okay, so There are doctors in the on-trend physical. There's a tier called scale. So these are for doctors doing over seven figures in revenue who are still interested in hyper growth. And they would come in. It's so fun to see them do this because they will come in and they're like, Oh man, I just got the, I just got the biggest win. You know, we, we crushed this. We created this new thing. We did a million in sales and at the same time, and my office manager quit like at the same time. So The high highs and the low lows show up at the same time. But see now they've been at this long enough and we've worked these frameworks long enough that they don't let it throw them off. They realize it's just, it's just part of it. And sometimes I'm like, so who has a win? And they're like, ⁓ you know, I had a dog who was working with me. They just resigned. And I'm so proud of the way I handled it because now you realize the challenges are not going anywhere. It's part of the journey. And so if Every challenge throws you off and puts you into paralysis and all that stuff for five months. I mean, there's only so many months in a year. We don't have time to do that. So yeah, it's just part of, I could talk about challenges for two hours. We'll still be here. Dr. Olga Deengar: given so much great insight as to how to handle the challenges and it just seems like they're part of the journey. They're part of life. ⁓ just have to deal with them ⁓ don't get, I think ⁓ the problem is, is like a lot of us get emotionally attached to our office manager or to an employee ⁓ our business and it's hard to let go. ⁓ once you separate that and you're able to handle it in a very professional way, ⁓ mean, that's what you have to do. ⁓ Now, Dr. Una, I'd love to ask this question. I don't know if you've read the book Unreasonable Hospitality by Will Ghidara, but he has this 95-5 rule in there where basically create the most extraordinary, meaningful experiences for your team, your clients, or your loved ones ⁓ efficiently budgeting the 95 % of your budget and allocating the 5 % to that experience. ⁓ you share an example of how you've done that? Dr. Una: Yeah, so for me, find the biggest leverage I've had has been my people, meaning team members functioning at the highest level. And ⁓ I'll what that is. So for most businesses, ⁓ I ⁓ their to ⁓ lead team creates a team where all profits go to die. because the team members are just kind of randomly helping them, you know, do stuff maybe, know, kind of maybe it helps the patients or it helps the clients, but doesn't really help the bottom line. And nobody really knows how, like I've asked people, like, okay, how does this role create revenue in their business? And they have no clue. They have no clue. And so because of that, I mean, your payroll is going to be your biggest expense, if you will. So they have this ginormous payroll, but there's no ROI on the payroll. None. Right. And so what we've done is we've developed this system where role is a profit center. Every role is a profit center. This is how this role creates money. This how this role creates money. This is how this role creates money. Now we know how the roles serve, but we don't know how they earn. Right. But a business that serves and doesn't ⁓ needs to go out of business. So you have an entrepreneur who is the only one that is a revenue generator and is then carrying everybody else on their backs. That is painful. That is a lot of pain and suffering. So I decentralized that. And so for my team, everyone is clear on how they serve and they're clear on how they earn. And then I lead by metrics. So the serving and earning is broken into key result areas. And so when I'm interviewing them is based on the key result areas, onboarding them based on the key result areas, having training meetings based on their key. result areas, evaluating them based on their key result areas. So when we do that, they would the 95 % much bigger. Right? And we can pay for whatever because I'm not the only one bearing the weight of everything. I'm doing it with my team. So yeah. ⁓ Dr. Olga Deengar: I love that. What a different way to think about it and just get everyone, all the team members aligned with what the vision is. How are going to serve? How are we going to make money so that everyone can benefit? Amazing. Dr. Una: Yeah. Yeah. So in my private practice, I was always telling them, was like, your salary does not come from my ⁓ It comes from serving these people and doing it in a profitable way. So we have to do what we have to do. Yeah. Dr. Olga Deengar: Yep. Una, know you've given a ton of advice already, but is there ⁓ piece of advice that you would give to someone who's just starting out ⁓ a similar space as you? Dr. Una: The advice would be develop a predisposition towards massive action. We're physicians, we like to learn, we like certificates, we like degrees, we like all these things. But entrepreneurship is more like your clinicals, where you see it, you do it. It won't necessarily be under supervision, but you'll do it messy, let's put it that way. And then you put in the reps to become good at it. How did we learn how to do IVs? You watch somebody do it. You did it under supervision that you did it and did it and did it. And you became good at it. Right. so if you treat entrepreneurship, like your regular classes, it would be very painful. If you treat it like your clinicals, then what will happen is every 90 days, you'll meet a version of you. You've never met. You'll find yourself doing things you've ever done. And you'll find yourself doing things that used to be very nerve wracking and you're comfortable. You're like, huh, well, who would have thought? So it's, it's that paradigm. Don't treat it like I'm reading anatomy, right? Treat it like my pediatrics rotation. need to learn how to intubate these babies. need to do my IVs and all of those things. And you understand is the reps. There's no way to become great at something. won't put reps behind. So you've learned, ⁓ You know, maybe I need to have a YouTube channel, do all these videos, get at it. Right. need to build a referral base, but I'm afraid of talking to people. Go for it. Like, if you will act, ⁓ will change ⁓ quickly. If you will spend and people spend years in resistance, like, well, I'm an entrepreneur, but I, you know, I'm not really about that marketing. You're not an entrepreneur. You have to be about the marketing. It's, it's, it's not a buffet. It's a combo pack. Like they come together. ⁓ if you can just get out of resistance and be quicker to act and be okay with messy action knowing that we start messy then it's less messy less messy less messy you keep going then grandmaster right there's no other way around that it would change so many things ⁓ many things for you if you do that Dr. Olga Deengar: And taking that action, that builds the momentum and kind of gives you more confidence that you need on your journey. So I love that analogy. It reminds me of when I was in residency, you we would have our senior residents show us how to put an IV in a patient and they would say, okay, you have to see one, do one and teach one. And that's exactly what you're talking Dr. Una, I'd like to end off by asking you, is there one book recommendation that you have for our listeners today? Dr. Una: One is gonna be tough, let me see. Dr. Olga Deengar: a couple. Dr. Una: Let's do a couple. There is a book called Eat That Frog by Brian Tracy. I've probably recommended it to at least 10,000 people. But it is a book that will show you about getting out of procrastination, setting goals, know, streamlining your life, being sure, ⁓ tapping into what you want and going after it and stuff like that. It's a really good book. I read it every year. I read it every year for over a decade. It's an amazing book. ⁓ So Eat That Frog by Brian Tracy, 21 Ways to Overcome Procrastination. That's the book. The second one is is Easier Than ⁓ It's a book by Dan Sullivan and Dr. Benjamin Hardy. And it really is about making leaps, which I'm all about, right? Like you go from being this person to being a completely different person. And everybody has access to that. Like every, when people say, I'm just a lowly pediatrician, which please, if you're a pediatrician, please never say that again. But anyway, that's a different podcast episode. I'm a lowly pediatrician or I don't know how to do this. We're not stuck. Like we can change so much. that's a book that I would definitely recommend. The third one is a book I wrote is The On-Term In Method. I wrote it in 2022 and it's really about the new paradigm for physicians. This was the old model where you're a doctor, you stay in your lane, you work, you retire, you die, right? Which doesn't serve anybody now. But there's another version where you have the doctor, the business, the empire. And that's where all freedom, time freedom, financial freedom, and impact freedom, like free to have the kind of impact you want. That's the formula for that. Dr. Olga Deengar: love all those books and I have to read your book. I'm excited to read it. And then I just wanted to ask, is there ⁓ a place for our listeners to find out more about you and your work? Dr. Una: Yeah, so I guess everyone is listening on a podcast platform. So we have a podcast called the Entremd podcast. I would definitely start from there. So it's E-N-T-R-E-M-D. So you can just, you you're on a podcast app, just search for it and find it. We talk shop all day, every day. We have over 500 episodes. We call it the free MBA for physicians. And for someone who's like, man, you know, I want to really look into what Dr. Una has to offer and things like that. You can go to ontrend.com for slash call and book a call with my team. And the person you'd be talking to is Makita. She's our program director and we don't do hard sales. We don't do any, we're here to support physicians. We don't do any of that, but it's really to look at, know, where are you in your journey as an entrepreneur? What kind of support do we think you need? And then kind of point you in the right direction. So it's not a pressure thing at all because we don't, we don't do that. Dr. Olga Deengar: I love that. Well, thank you so much, Dr. Una. It's been such a pleasure having you on our art podcast today and I hope you have a great day. Dr. Una: Thank you, you two, and thank you for all you do. This is amazing. Dr. Olga Deengar: Thank you.