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 🤓

Why CEOs Must Trust Their Gut

Here’s a hard truth I learned years ago as a CEO — and it never really gets easier to accept:

Most of the decisions we make are done with less than 40% of the information we wish we had.

That means we’re flying blind… a lot.

And that’s exactly why one of the most important principles of resilience is this:
Trust your instinct and don’t overthink.

We love logic. We want certainty. We want all the data lined up before we move. But leadership doesn’t work that way. If you wait for perfect information, you’ll wait forever — and staying still is often more dangerous than making the “wrong” call.

Here’s something that changed how I look at instinct altogether:
Your brain and your gut actually come from the same cells when you’re formed. They stay connected through the vagus nerve. In fact, you have more brain cells in your gut than in your head.

That “gut feeling” isn’t emotional. It isn’t random. It’s your past experiences, lessons, failures, and pattern recognition coming together faster than your conscious mind can explain.

We struggle with trusting it because it doesn’t show up as clean logic. We can’t easily articulate it. So we second-guess ourselves. We overthink. And overthinking freezes momentum.

Is your gut always right? No.
But neither is your brain.

The difference is this: instinct moves you forward.

When you move, you learn. When you fail while moving, you get better. Every decision sharpens your instinct for the next one. Waiting for certainty doesn’t protect you — it just delays growth.

As leaders, we don’t get the luxury of perfect information. What we do get is the responsibility to move anyway.

Trust your gut.
Stop overthinking.
Watch what starts to change.

👉 Watch the full video where I go deeper into this principle of resilience.
👉 Subscribe to my channel to follow the rest of the series.
👉 And feel free to reply to this email and share your thoughts — I read every response.

The AiM Rounds 👩‍⚕️

The AiM (AI & Marketing) Rounds are built for doctors who are done waiting for clarity, and ready to create it.

This isn’t about hype or chasing every new AI tool.
It’s about using judgment, instinct, and context to decide what actually matters for your practice.

Think of this like after-hours rounds for your practice but asynchronous, practical, and easy to access.

How it works:

• You join a doctors-only WhatsApp group

• You ask real questions about AI, marketing, content, automation, or growth

• I respond with clear, practical answers (voice notes or text)

• The best questions get deeper breakdowns and future spotlights

📌 No slides. No long presentations.
📌 Just clarity, context, and next steps.

Ask questions that:

• Connect AI to what you’re already doing in your practice

• Clarify what AI can and cannot help with

• Focus on decisions, not theory

Example:
“I’m already using automated emails, where would AI actually improve results?”

What you’ll get:

• Direct answers to real AI & marketing questions

• Daily light-touch engagement (trends and insights)

• AI tool spotlights relevant to medical practices

• More helpful answers when you engage daily

• Personal guidance from me, without needing to be on a call

How to Join:

👉 To be part of this exclusive doctors-only WhatsApp community, simply reply to this email and type: “JOIN AiM”

That’s it. 😊 I’ll reply with the link for you to join the group.

More and more doctors have already joined, because waiting to “fully understand AI” is no longer an option. You must too.

🎥 Sneak Peek from AiM Rounds:

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

📰 Want deeper insights and recaps?
For exclusive takeaways, summaries, and announcements, visit and subscribe to my Substack.

Bonus Insight 🎁

Read this slowly 👀

Overthinking doesn’t always look like fear.
Sometimes it looks like being overly involved.

What starts as instinct (“I need to step in”) slowly becomes hesitation, both for you and your team.

When leaders don’t trust their own judgment, they compensate by checking everything.
And when teams feel that hesitation, they stop deciding altogether.

If this idea makes you uncomfortable…
there’s probably more here for you.

👉 Read the full post and follow me on LinkedIn for the deeper breakdown.

The Delegation Trap 📕

Delegation doesn’t fail because leaders don’t care.

It fails because leaders overthink the handoff.

Waiting for certainty.
Waiting for the “right” moment.
Waiting until it feels safe.

Disciplined leaders delegate based on judgment, not guarantees.

Inside, you’ll learn:

• Why waiting for clarity keeps work stuck with you

• How trusting your instinct creates ownership faster

• How forward motion beats perfect delegation every time

Delegation isn’t about giving work away.
It’s about deciding and moving, before doubt sets in.

👉 Build systems that move outcomes forward, even when it feels uncomfortable.

What We’re Building with AI 🤖

📽️ TrueMD Institute - Freedom 30™ Tracker

We didn’t build this because people need more information.
We built it because leaders get stuck when every decision feels heavy.

Most doctors and operators don’t fail from lack of knowledge, they stall from decision fatigue and overthinking.

The Freedom 30™ Tracker turns a massive 120-day plan into an intuitive, guided system that helps you decide, act, and keep moving — even when things aren’t perfectly clear.

Instead of static spreadsheets or forgotten checklists, this app:

• Breaks big decisions into simple weekly actions

• Tracks progress automatically so you don’t second-guess yourself

• Keeps momentum going when your brain wants to pause and wait

This is where AI actually helps.

This isn’t about tools.
It’s about trusting yourself, and finishing what you start.

👉 Watch the tutorial and reply to this email.
Tell me where decision fatigue shows up most in your work right now.

Beyond Blind Blaming — Kevin D. St. Clergy

This line hit hard this week:

“Clarity often comes after action, not before it.”

This book isn’t about tactics.
It’s about responsibility, ownership, and trusting yourself enough to move without perfect answers.

If you tend to overthink instead of decide, this one will challenge you, in a good way.

Tool Spotlight 🛠

ActiveCampaign

Most leaders don’t struggle with ideas.
They struggle with deciding what to commit to, and following through.

ActiveCampaign helps remove second-guessing by:

• Automating decisions you’ve already made

• Turning instinct into repeatable systems

• Letting you move forward without revisiting every choice

Set it once. Trust it. Keep moving.

Community 👥

Are you enjoying this issue so far?

This community isn’t about having everything figured out.
It’s about feeling safe enough to decide and move anyway.

A place to:

• Take the next step without pressure

• Ask real questions without judgment

• Build confidence in your instincts, one decision at a time

You don’t need certainty.
You need momentum.

Share This Issue 📤

Know a doctor or leader who overthinks every decision?

Share this issue with them.

Sometimes progress doesn’t come from more research — it comes from trusting what you already know and acting on it.

👉 Follow me @atibadesouza for more insights on leadership, decision-making, and building momentum.