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

Atiba’s Musings 🤓

Be Addicted to the Result (Not the Process) | Resilience Principle #4

I want to clear something up right away.

When I say “screw the process,” I don’t mean that the process doesn’t matter. It does. There’s learning in it. There’s growth in it. But here’s the problem I see over and over again—we get comfortable in the process. We get addicted to learning, planning, validating, preparing… and we take our eyes off the finish line.

We forget why we started.

We’re not here just to participate. We’re here to win.

One thing every high performer I’ve studied has in common—whether on the biggest stages or the smallest ones—is resilience. And resilience isn’t flashy. It’s the tiny, unglamorous decisions you make when things feel heavy, frustrating, or confusing.

As I’ve studied elite performers and leaders, I’ve found six core principles that drive real results. Today’s principle is simple but uncomfortable:

You have to be addicted to the result—not the process.

Too many people get stuck chasing credentials, validation, or “one more step” instead of actually finishing. They celebrate small wins, slow down, and lose momentum before the real outcome is achieved.

I see it all the time in business:
“I finally landed a client.”
“I’m busy now.”
“I don’t have time to go get more.”

But that wasn’t the result you set out for. That’s getting stuck in the process.

When you’re addicted to the result, the main thing stays the main thing. You can acknowledge milestones, but you don’t stop moving. You don’t confuse progress with completion.

One of my favorite examples is Kobe Bryant. Big win? He didn’t go celebrate. He went back to the gym. He reviewed film. He fixed mistakes. Why? Because the result wasn’t winning one game—it was winning the championship.

“Job’s not done.”

That mindset matters.

I had to learn this lesson myself. For a long time, I just worked. I loved working. Creating. Building. But I didn’t always have a clearly defined result. A mentor once stopped me and asked, “What’s the actual outcome you’re driving toward?” And I didn’t have a real answer.

That’s dangerous.

If you don’t define the result, the process will consume you.

Your result should scare you a little. It should give you butterflies. But when you’re clear on it, those butterflies stop flying in every direction. They line up. Your actions get clearer. Your decisions get easier. And the people around you start moving in the same direction too.

That’s what it means to be addicted to the result.

👉 Watch the full video for the deeper breakdown and real examples.
📺 Subscribe to my channel so you don’t miss the rest of this series.
💬 And reply to this email—what’s the result you’re actually chasing right now?

I’d love to hear your thoughts.

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 the next shiny AI tool.
It’s about helping you make better decisions with marketing and AI, using what you already have.

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.

🎥 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.

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

A FREE Webclass for Doctors 🩺

Doctors are already using AI differently—and many are being left behind.

If your practice only works because you are constantly involved, you’re not moving toward a result—you’re stuck in the process.

Most doctors try AI by adding tools.
What they get instead? More systems. More decisions. More pressure.

This free webclass shows a different path.

Hiring an AI Employee isn’t about tools.

It’s about removing pressure and getting out of survival mode.

You’ll learn how doctors are using AI as:

• A defined role (not another app)

• A structured assistant (not something to babysit)

• A support system that actually removes work

What You’ll Learn:

• How to design an AI “employee” that supports your practice

• What must be in place before hiring AI

• How to stop being the default decision-maker

🎁 Includes free AI Employee Prompt Blueprint + Build Process ($794 value)

📅 Jan 22, 2026 | 7:00 PM EST
🎟️ Free for doctors

Your practice should work with you—not depend on you.

👉 Register now and refocus on the result.

Bonus Insight 🎁

Feeling busy doesn’t mean you’re winning.

If you want to know whether your work is moving toward a result—or just orbiting you—this post will hit home.

Most leaders think their problem is the team.
Missed deadlines. Slow execution. Endless questions.

But the real issue is usually this: the work depends on you.

I broke down the key signs that reveal when progress is stuck in the process instead of moving toward a result, and what to do about it.

👉 Read the full post and follow me on LinkedIn to see how to shift from “busy leader” to outcome-driven operator.

The Delegation Trap 📕

Delegation doesn’t fail because people aren’t capable.

It fails because leaders stay attached to the process instead of committing to the result.

When you wait for perfect clarity or full confidence, momentum dies.

This book breaks down:

• Why hesitation keeps leaders stuck

• How discipline—not comfort—creates ownership

• How finishing through others is the real leverage

Delegation isn’t giving work away.
It’s reaching the result faster by refusing to do everything yourself.

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

What We’re Building with AI 🤖

📽️ TrueMD Institute - Freedom 30™ Tracker

We turned a massive 120-day checklist into an interactive app for one reason:

People don’t finish static plans.

The Freedom 30™ Tracker keeps the result front and center—breaking it into weekly actions, tracking progress, and reinforcing consistency.

AI doesn’t replace discipline.
It amplifies focus—when the result is clear.

This isn’t about tech.
It’s about finishing what matters.

👉 Watch the walkthrough and tell me how you’d use this in your world.

Beyond Blind Blaming — Kevin D. St. Clergy

One line stopped me this week:

“Clarity of outcome removes the need for constant motivation.”

This book isn’t about tactics. It’s about responsibility, ownership, and staying locked on the result—especially when it’s uncomfortable.

If you’re tired of staying busy without moving forward, this one hits hard.

👉 Listen if you’re ready to stop drifting and start finishing.

Tool Spotlight 🛠

OFA — One Funnel Away

Most people don’t lack ideas.
They lack a finished funnel.

OFA is built around one principle: commit to a result and execute until it’s done.

It helps you:

• Build one clear funnel

• Remove distractions

• Stay focused until execution is complete

If you’re tired of half-built systems and unfinished launches, this tool forces clarity.

👉 Stop tinkering. Start finishing.

Community 👥

Are you enjoying this issue so far?

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

It’s about choosing a result—and walking toward it without fear.

A space to:

• Ask real questions

• Take the next step without pressure

• Build discipline together

You don’t need perfection.
You need direction—and the courage to keep going.

👉 Join a space where focus feels safe and outcomes matter.

Share This Issue 📤

Know a doctor or colleague who’s working hard but not seeing results?

Share this issue with them.

Sometimes progress doesn’t come from doing more—it comes from deciding to finish what actually matters.

👉 Follow me @atibadesouza for more on focus, discipline, and results that compound.