Atiba’s Musings | The AiM Rounds | Bonus Insight | The Delegation Trap | What We’re Building with AI | Book I’m Currently Reading | Tool Spotlight | Community

Atiba’s Musings 🤓

6 Principles of RESILIENCE | PART 1

I’ve been diving into a few powerful books lately—Cameron Hanes’ Undeniable and Tim Grover’s Relentless and Winning. And as I’ve been studying these stories of high performers, one theme kept showing up over and over again: resilience.

Not the flashy, motivational kind—but the quiet grit behind the scenes. The tiny, unglamorous decisions we make when life gets heavy, confusing, or frustrating. Those little choices that nobody sees… that ultimately determine whether we end up winning or losing.

As I read and re-read these books, I started confronting my own habits—those moments when I default to comfort instead of commitment. And out of all that reflection, six principles of resilience emerged for me. Not theories. Not perfect answers. Just lessons I’m wrestling with right now as I study the people who changed their world—whether that world was global or just the space right around them.

Here are the six principles I pulled out, which I’ll be breaking down in separate videos:

1. Embrace chosen suffering

2. Become a cleaner and create opportunities

3. Discipline is the only talent

4. Be addicted to the result, not the process

5. Trust your instincts

6. The standard rises with every win

Each one of these hit me in a different way—some shook me, some humbled me, and a few honestly punched me right in the gut. But they also helped me see something important: we’re already resilient in more ways than we realize. From learning to walk, to learning to read, to every moment we’ve picked ourselves back up when nobody was watching—resilience has always been there. We just don’t always recognize it.

This video is just the intro. I can’t wait to unpack each principle with you over the next few weeks. And I’d love to hear what resilience looks like in your life too.

👉 Watch the full video, subscribe to the channel so you don’t miss the next parts, and hit reply to this email—I’d love to hear your thoughts.

The AiM Rounds 👩‍⚕️

Welcome to The AiM (AI & Marketing) Rounds — short, focused, after-hours sessions built for doctors who want to grow their practice outside of the insurance system.

The AiM Rounds were designed for one purpose: to help doctors stay resilient in a medical landscape that keeps shifting beneath our feet.

🕗 Time: 8:00 p.m. EST / 5:00 p.m. PST (Mon–Fri)
🎯 Format: 30 minutes. Doctors only. Real talk, no fluff.

Here’s how it works:
You send in your AI or marketing question. I go live and answer it like we’re in clinical rounds — fast, focused, and actionable.

🎥 Sneak Peek from AiM Rounds:

Here’s a question one of you sent me: “How is AI in marketing different from marketing automation?”

💬 Want your question answered live?

👉 Once you’ve submitted, grab your spot:

💡 What you’ll get:

• Straight, actionable answers to your pre-submitted questions

• Strategies you can implement in your practice immediately

• Insights on marketing, content, automation, and AI for doctors

• Quick tips to save time and grow your practice efficiently

• Personal guidance from me

📰 Stay in the loop
For exclusive insights, announcements, and updates from AiM Rounds, visit and subscribe to my Substack here → https://substack.com/@atibadesouza

End your day smarter, and take back control of your practice. One AI tip at a time!

Bonus Insight 🎁

10 Signs You're the One Blocking Your Team’s Growth (Full version on LinkedIn)

Resilience in leadership isn’t just about powering through— it’s about having the courage to face the ways we might be creating friction, confusion, or bottlenecks for our own teams. In this post, I break down subtle patterns that quietly erode team confidence and momentum. If even one of them hits you… that’s where your next level begins.

👉️ Read the full post & follow me on LinkedIn for the whole breakdown.

The Delegation Trap 📕

When everything feels heavy, most leaders fall into one of two traps: – doing everything themselves, or handing things off without clarity.

Both are resilience killers.

The Delegation Trap walks you through how resilient leaders delegate with structure, clarity, and confidence so the load gets lighter and the work gets better.

Inside, you’ll learn:

• Why resilience requires letting go of control the right way

• The C.A.S.E. Method to prevent overwhelm

• How to build systems that make your team stronger, not dependent

👉️ Build resilience into the way you delegate.

What We’re Building with AI 🤖

📽️ TrueMD Institute - Freedom 30™ Tracker

We transformed a complex growth plan into an AI-assisted system designed to help leaders stay consistent—even when things get chaotic.

Because resilience isn’t about doing more. It’s about staying steady with less friction.

This new build shows how AI can serve as a backbone for your consistency, discipline, and follow-through—so you can stay focused on what matters most.

👉️ Watch the behind-the-scenes build.

Relentless — From Good to Great to Unstoppable
By Tim S. Grover & Shari Wenk

Quote that hit me this week: "You already know what to do. What you lack is the decision to do it—over and over again." 

Grover’s writing is a reminder that resilience is not glamor.

It’s repetition.

Commitment.

And choosing the harder path—on purpose.

👉️ If resilience is your theme this season, start here.

Tool Spotlight 🛠

Calendly

Calendly helps protect your time, reduce decision fatigue, and eliminate the back-and-forth that drains your mental bandwidth.

Whether you’re managing patient consults, team meetings, or creative blocks of time, Calendly helps you stay consistent without burning out.

👉️ Build a workflow that supports your resilience—not one that fights it.

Community 👥

Are you enjoying this issue so far?

Every week, more leaders join this community for one reason: to grow stronger together.

This isn’t a space for theory or ego. It’s a place where we talk honestly about pressure, discipline, setbacks, wins—and the resilience it takes to keep moving forward.

👉️ Join the community and grow with us.

Share This Issue 📤

Know someone who’s worn down, stretched thin, or trying to rebuild their strength?

Forward this issue to them.

👉 Follow me @atibadesouza for more insights on leadership, resilience, and growth.