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 🤓

You Are the Bottleneck in Your Business (Here’s How to Fix It)

Let me ask you something I’ve been asking myself lately:
How many things in your business can only you do?

If you’re honest, there are probably quite a few. And on the surface, that makes sense. You’re the one with the training, the experience, the credentials. Whether you’re the professional delivering the service or the founder driving the vision, it can feel like the business depends on you being involved in everything.

But here’s the uncomfortable truth:
If you’re the only one who can do the thing, you’re also the bottleneck.

That means the business can’t move without you. It means you can’t truly step away. And over time, it quietly turns you into a prisoner of the very business you’re trying to build.

Now, delegation matters, but there’s something deeper that often gets in the way before delegation even becomes possible: you’re probably not paying yourself what you’re actually worth.

Here’s a simple way to look at it. If you had to hire someone else to do your role, what would you pay them? And are you paying yourself at least that much?

If the answer is no, that gap is what keeps you stuck. Because when you’re not valuing your own role financially, it becomes incredibly hard to justify hiring someone else to take it over.

I’m not saying this from a pedestal, I’m dealing with this myself right now. There are roles I’m still doing where I’m underpaying myself, and that mindset makes delegation feel impossible.

The fix doesn’t have to be dramatic. Start small.
Figure out what the role is actually worth. Then start paying yourself just 1% of that amount each week. When that feels manageable, increase it. Over time, you work your way up until you’re paying yourself properly and suddenly, the math for hiring help becomes clear.

If you don’t do this, the business will keep robbing you of time, energy, and freedom. And none of us started our businesses for that.

I walk through this in much more detail in the full video, including how to apply this practically without wrecking your cash flow.

👉 Watch the full video, and if this hit home for you, subscribe to the channel for more conversations like this.
I’d also love to hear your thoughts, reply to this email and tell me what role you know you’re still underpaying yourself for.

Let’s stop being the bottleneck. Let’s fix this together.

The AiM Rounds 👩‍⚕️

The AiM (AI & Marketing) Rounds are for doctors who are done doing everything themselves—and ready to build systems that don’t depend entirely on them.

This isn’t about hype or chasing shiny AI tools.
It’s about making smarter decisions so you stop being the bottleneck in your practice.

Think of it like after-hours rounds for your business: asynchronous, practical, and focused on leverage.

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 the community, 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 🎁

Delegation doesn’t start with readiness, it starts with value.

Most owners wait too long to delegate because deep down, they don’t believe the role is worth paying for, especially when they haven’t been paid for it.

Here’s the shift:
When you start valuing your own work properly, delegation stops feeling risky and starts feeling logical.

I shared a deeper breakdown on LinkedIn about how underpricing yourself quietly keeps you stuck in the middle of everything, and how to break that cycle.

👉 Read the full post and follow along on LinkedIn

The Delegation Trap 📕

Delegation doesn’t fail because people can’t do the work.
It fails because leaders don’t value the role enough to let it go.

If you’re not paying yourself what the role is worth, you’ll hesitate to hire.
You’ll wait.
You’ll stay involved “just a little longer.”

And that’s how you become the bottleneck.

Inside the book, you’ll learn:

• Why underpaying yourself blocks delegation

• How valuing the role unlocks systems and ownership

• Why growth starts with financial honesty—not hustle

Delegation isn’t giving work away.
It’s designing a business that doesn’t require you everywhere.

What We’re Building with AI 🤖

📽️ TrueMD Institute - Freedom 30™ Tracker

One of the biggest reasons owners stay the bottleneck?

They carry everything in their head.

We took a massive 120-day checklist and turned it into an interactive app because static spreadsheets don’t reduce dependency—they just add noise.

The Freedom 30™ Tracker:

• Breaks roles into weekly, delegatable actions

• Tracks progress without constant oversight

• Creates visibility so work doesn’t default back to you

AI doesn’t replace you.

It helps you design a business that needs you less.

👉 Watch the full walkthrough and tell me how you’d use something like this in your business.

Beyond Blind Blaming — Kevin D. St. Clergy

One line that stuck with me this week:

“If you’re always the answer, you’re also the constraint.”

This book isn’t about tactics.
It’s about ownership—especially the hard kind where you stop blaming circumstances and start fixing the structures that keep you stuck.

If you’ve ever said, “I can’t step away yet,” this one will hit home.

👉 Listen if you’re ready to stop being the constraint.

Tool Spotlight 🛠

HighLevel

Most owners don’t struggle with ideas.
They struggle with execution that doesn’t depend on them.

HighLevel helps you:

• Automate follow-ups and marketing

• Assign ownership instead of chasing tasks

• Build systems that run whether you’re present or not

When your systems work without you, delegation finally sticks.

👉 Use HighLevel to stop being the bottleneck.

Community 👥

Are you enjoying this issue so far?

This community isn’t about having it all figured out.

It’s for owners who know they’re doing too much—and want a safer way to step back without breaking things.

A place to:

• Ask honest questions without judgment

• Learn how others removed themselves as the bottleneck

• Build confidence in delegation, one decision at a time

You don’t need perfection.
You need support while you change how the business depends on you.

👉 Join a space where growth feels steady—not risky.

Share This Issue 📤

Know a doctor or colleague who can’t step away from their business without everything slowing down?

Share this issue with them.

Sometimes growth doesn’t come from doing more.
It comes from finally valuing your role, and designing the business to survive without you.

👉 Follow me @atibadesouza for more on building businesses that don’t trap their owners.