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 🤓

Embrace Chosen Suffering | Resilience Principle #1

We talked about resilience today, real resilience, not just the “push through when things get hard” version most of us grew up believing. After diving into the work of Cameron Haynes and Tim Grover, I realized the greats—whether in business, sports, or life understand resilience on a completely different level. They don’t wait for life to get difficult… they prepare for it by choosing discomfort on purpose.

That’s the first principle of resilience: embrace chosen suffering.

Life will throw curveballs, loss, hardship, unexpected problems we don’t see coming. We can’t control that. But what we can control is our preparation. And the greats do that by putting themselves in uncomfortable, stretching situations every day, so that when the real curveballs come, their instincts are already trained.

I shared how something as simple as walking unfamiliar streets became my daily practice of chosen suffering. From refusing to rely on navigation to venturing into neighborhoods where I don’t speak the language, to navigating awkward (and honestly, stressful!) moments like buying fruit from a local vendor in Thailand, it all trained me to stay calm, communicate with heart, and figure things out even in uncertainty.

Resilience isn’t built in dramatic moments. It’s built in those tiny, unglamorous decisions we make every day, the ones that stretch us just enough to grow.

So ask yourself:

• What discomfort are you choosing today?

• What small stretch prepares you for the next curveball?

This is only the first principle. We’ve got five more coming.

👉 Watch the full video to dive deeper, hit subscribe so you don’t miss the next principle, and reply to this email. Tell me what “chosen suffering” looks like for you today.

The AiM Rounds 👩‍⚕️

Welcome to The AiM (AI & Marketing) Rounds — short, focused, after-hours sessions for doctors trying to build practices outside the chaos of insurance.

If resilience is built through intentional challenge, this is where we practice it together — navigating tough questions, stretching outside comfort zones, and building the habits that prepare your clinic for anything.

🕗 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 about AI & Marketing answered?

👉 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

📰 Full replays + deeper insights:
For exclusive insights, announcements, and updates from AiM Rounds, visit and subscribe to my Substack.

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

Bonus Insight 🎁

Sometimes resilience isn’t about big dramatic moments, it’s in the everyday discomfort we’d rather avoid.

Imagine this: it’s Monday, your inbox is a mess, deadlines slipped, tasks weren’t done, and the tension hits your chest. It’s tempting to jump in, fix everything yourself, and put out fires.

But that isn’t resilience.
That’s reaction.

Resilience is stepping into the discomfort of letting your team solve problems without you.
It’s trusting through uncertainty.

It’s choosing the harder path today so your business grows stronger tomorrow.

A quick mindset shift that turns team mistakes into resilience training, for you and for them.

👉 Read the full post + follow on LinkedIn for the complete breakdown.

The Delegation Trap 📕

Delegation is a resilience skill, not a convenience.

When doctors leave insurance, the workload doesn’t shrink… but your capacity can grow.
And the way you grow is by embracing the discomfort of letting go strategically.

The Delegation Trap shows doctors how to build systems that make your practice stronger, especially during the messy, uncertain parts of growth.

Inside, you’ll learn:

• Why delegation fails when there’s no clarity

• The C.A.S.E. Method for resilient handoffs

• How to empower your team so you’re not the only one catching curveballs

👉 Build the resilience systems your practice needs.

What We’re Building with AI 🤖

📽️ TrueMD Institute - Freedom 30™ Tracker

We transformed a 120-day clinic launch checklist into an AI-powered growth tracker.

Why? Because resilience in business comes from structure, knowing what to do even when things feel chaotic.

The Freedom 30™ system helps doctors move from insurance dependency to stable, self-sustaining growth by building clarity step-by-step.

It’s intentional discomfort. It stretches you, but it makes your business unbreakable.

👉 Watch how AI helps doctors build resilient practices.

Secrets of the Millionaire Mind
By T. Harv Eker

This book hit me hard this week.

If resilience is about choosing discomfort, wealth-building is no different.

Eker talks about how your inner wiring determines your outer results, and most people avoid the very discomfort that would change their lives.

Favorite line this week:

“If you want to grow, you must step into the areas that make you uncomfortable. Growth never comes wrapped in comfort.”

Perfect fit for this month’s theme.

👉 Dive into Secrets of the Millionaire Mind and start rewiring your resilience.

Tool Spotlight 🛠

Riverside

If building resilience means showing up even when it's uncomfortable, Riverside is the tool that helps you do exactly that.

Record your content, your message, your story — even on days you don’t feel ready. 

High-quality audio and video that make your practice visible and trustworthy.

Visibility requires consistency.
Consistency requires resilience.

Riverside helps with both.

👉 Try Riverside and start showing up with confidence.

Community 👥

Are you enjoying this issue so far?

This community isn’t about perfection.
It’s about progress.
Stretching a little every day.

Learning, sharing, and building practices that can withstand pressure, setbacks, and uncertainty.

If you’re looking for a place where you can grow without judgment, where resilience is practiced, not preached — you belong here.

👉 Join today!

Share This Issue 📤

Know a doctor facing pressure, burnout, or big decisions ahead?
Share this issue with them. Sometimes, resilience starts with hearing one idea at the right moment.

Forward this issue to them.

👉 Follow me @atibadesouza for more insights on resilience, freedom, and rebuilding healthcare from the inside out.