May 5, 2025 • 21 mins
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Struggling to figure out which events are truly worth your time?
I feel you. After traveling internationally three times in just two months, I knew something had to change. I was wasting my time and money, and the ROI just wasn’t there. I needed to be more intentional, so I created a simple but powerful 3-filter framework to evaluate every event I consider.
Learn why not all events are worth your time, how to calculate the real opportunity cost of attending, and how to make event decisions that serve your long-term vision.
Tune in!
—
Key Takeaways:Â
- 00:00 Intro
- 03:17 My default answerÂ
- 05:19 The hostÂ
- 09:01 The attendeesÂ
- 11:45 The contentÂ
- 14:45 EntreMD LiveÂ
- 19:59 OutroÂ
Additional Resources:
- Learn more about my 12-month program.
- Interested in 1-on-1 coaching? Apply here.
- Grab a copy of the "The EntreMD Method" book.
When you are ready to work with us, here are three ways:
- EntreMD Business School Accelerator - If you are looking to make a 180 turnaround in your business in 90 days, this is the program for you.
- EntreMD Business School Grow - This is our year-long program with a track record of producing physician entrepreneurs who are building 6, 7 and 7+ figure businesses. They do this while building their dream lives!
- EntreMD Business School Scale - This is our high-level mastermind for physicians who have crossed the seven figure milestone and want to build their businesses to be well oiled machines that can run without them.
To get on a call with my team to determine your next best step, go here ...
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
It will change your world.
You put yourself in the roomwith the right host, the right
attendees and the right content.
You cannot tell what happens.
I've had conversations that Ican trace a million dollars to a
conversation.
Actually, one of them was noteven a conversation.
I just heard somebody asking aquestion and I was like huh, and
that led to a million dollarsin revenue.
Hi docs, welcome to the EntreMDpodcast, where it's all about
(00:24):
helping amazing physicians justlike you embrace
entrepreneurship so you can havethe freedom to live life and
practice medicine on your terms.
I'm your host, dr Imna.
Last year, I had a two-monthperiod where I took six six
trips, and three of them wereinternational, and that put me
(00:47):
in a position where I was likethere are very few events that
I'm going to attend, and I cameup with specific criteria that
will let me know which event toattend and which not to, and I
want to share those criteriawith you.
Maybe those will be the onlykind of events you will attend
from 2025 onwards.
Okay, all right.
So when you're growing yourbusiness and you haven't had a
(01:09):
certain number of opportunitieswhether that's speaking or
attending certain types ofevents or things like that it
can sneak up on you, and so forme, last year was one of those
years.
I did a lot of travel last yearand you know, when we got to
September October, it wascomplete nuts.
So September October, it's atwo month period, but I traveled
(01:29):
six times, right.
So if you think about it, I wasjust gone period, right?
I traveled six times, and threeof those trips were
international.
So one of them we went toEurope, and in that trip
actually it was a number ofcountries.
We did France, we did Italy andmultiple cities in Italy, and
then after that I went to theBahamas and after that I went to
Cancun.
(01:49):
Okay, so these are theinternational ones, and there
are three local ones as well,and so at the end of that month,
oh my goodness, I was soexhausted.
I wasn't a fan, because I'm ahomebody.
I love being at home, I love myfamily, I love being with my
family, and so being away frommy family that much was just was
just not fun, right For me, andso I didn't like that piece
(02:11):
either.
I don't like sleeping in hotelrooms, like I don't, and when
I'm away from my family it feelslike there's a hole in the room
, so it's harder for me to sleep.
So I dealt with quite a bit ofinsomnia with that and so for me
I just decided, like theopportunity cost of the travel
was just not worth it to me.
And they were all great tripsand I had a great time and I had
(02:32):
a great ROI.
And you're like Dr Uno, you sayyou weren't happy about that
and you had a great time.
Like both can be true at thesame time.
Okay, you know, like one of myways of approaching things is I
can't change what is and I'm notgoing to go back on my
commitments.
If I told somebody I was goingto be there, right, but I can
still, in the moment, go, okay,I'm not going to cry over
spilled milk, we're already here.
(02:53):
But knowing what I now know,what do I do so I don't find
myself in this spot again?
And once I make that decision,I can then choose to be happy,
right, like even though I'mstill in the midst of it,
because by trip number two I waslike, oh, this is, I don't know
what I was thinking, okay, butI still had a number of trips to
go, and so I was able to stillenjoy them because I'd made a
decision that this is not ideal,but this is not going to happen
(03:15):
again, not in this way, right?
So it put me in this positionwhere I sat down and said, okay,
I'm going to be.
My default answer to will youis just no, and I'm not
recommending this.
You know, I just don't want tomake up stuff.
I just want to tell you exactlywhat happened.
I was like so I'm going tostart with no and then work my
way back to why should I?
Right, and you know it made mecome up with this way of
(03:38):
filtering events and this eventsto attend.
Okay, so I'm again.
I'm big on, you know, personaldevelopment and stuff like that.
I recognize, you know, as aleader in the physician space.
One of the worst things I cando is I can stop growing right,
because, whether I mean to be ornot, I'm a lid of sorts, right,
I kind of show people oh, youcan come this far, but that's it
, right, and so someone can lookat me as an introvert and
(04:00):
they're like oh, I guess we canbe great at speaking.
You know, we can have podcasts,we can speak at events, we
could rock networking and stufflike that.
A pediatrician could look at meand say, wait, I thought we
were all lowly pediatricians.
I guess you know we can chartour own path.
Someone could say I have abunch of kids and I thought that
was the reason why I couldn'tdo X, y, z.
But apparently we could.
That's my life and that's why Ishare a lot of my stories, so
(04:22):
people can find themselves inand say, oh, clearly I can
overcome this or clearly I canhave a different story.
That's the whole purpose.
And if there's ever a storyI've told that has made a
difference for you, maybe youcan send me a PM or DM and say,
hey, dr Una, you told this storyand because of that a story,
there's a purpose behind it,right?
Okay, so I started choosing.
I was like what kind of eventswould I go for?
(04:47):
Right, because I can't say yesto all of them and I will tell
you what they are and you don'thave to adopt mine, but you can
adopt whatever works for you.
But this is what I chose.
And so I had three things.
I look at you will see how Ihave never lost money on an
(05:16):
event, never.
It has never happened Like.
I think about a certain way andI'm very intentional about how
I approach it.
Okay, so the first thing I lookat is the host.
Okay, I look at the host.
Now, one of my mentors told methis you know, man, this must
have been like either a finalyear in med school or, you know,
the first year after med school.
And he said I do not read books, I do not read titles, I read
authors.
And I'm going to break thatdown right I don't read titles,
(05:38):
I read authors.
And so what does that mean?
That can be a book like how tomake your first million in
revenue.
And so what does that mean?
That can be a book like how tomake your first million in
revenue, and it was written bysomeone who hasn't hit that
first million in revenue.
And this happens all the time.
There's so many things you seeon Instagram, like some of them,
people I know and I'm likethere is nothing true, there's
nothing factual about what ishappening here.
Okay, so the person who hasn'tmade the million, they can write
(06:00):
whatever they want, they couldchat, gpt, they could do all of
that stuff, but they can'tactually transfer the know-how
to you because they haven't doneit, they don't have the
experience, they can only givewhat they have, period.
So I'm not necessarily lookingat the title, I'm looking at who
wrote the book and I'm makingthe decision to buy the book
based on the author, not on thetitle, okay.
(06:20):
And so there are people thatare mentors in my world that if
they write it, I'm going to readit.
Right, because everybody'ssecrets and strategies and
methods and all that is found intheir words, it's found in
their books, it's found in theirpodcasts and stuff, right.
And so you're trying to find,like, what is it that makes this
person tick?
What made this work for thisperson?
Right, it's in their book.
So, not titles, but authors,okay.
(06:42):
When I go to events, I'm alsolooking at the host.
Does this person have what Iwant?
Has this person helped otherpeople get what I want?
And so if that person fits thebill and especially in the times
we find ourselves in, okay.
So at the time of this recording, this is 2025.
And one of the things about2025 is many things are in flux,
(07:03):
right.
Things that used to work beforethat are not working anymore,
or the things that were fads andthe fads have fallen apart,
that I've seen people with eightfigure businesses like just
right Because their strategieswere based on fads and the fad
doesn't work anymore.
So I'm also looking for is thisperson leading in this time?
Right, is this person leading?
So, are they still at theforefront?
(07:24):
Are they still showing up?
Are they still making progress?
Are they still like, where arethey?
Do they have what I want?
Have they helped other peopleget what I want, and are they
leading in this time?
Okay, so I'm looking for thatand one of the things I you know
I didn't used to look for thisin the very beginning, but I
have looked at it for at leastsix years at this point, I'm
also looking at the relationshipbetween them and work and their
(07:47):
lives and their health and allof those things.
So I'm at a stage in mybusiness where, if someone is
trying to their strategies work,but it's at the expense of your
health, or the strategies workbut it's the expense of your
family, like what's family, likethis is, you're doing the work
for them anywhere Grind, grind,grind, all that Like, if it's
not congruent with the life I'mtrying to live, I don't do it
either.
I'm just like, nah, okay.
So I'm looking at the host.
(08:08):
Do I want to be in this room?
Do I want to be in this roomput together by this host?
And if the answer is not yes,if I look at, have they done it?
No, have they helped otherpeople do it?
No.
Their work life you know allareas of their lives Is it in
alignment the way I want mine tobe?
No, are they leading?
No, they're hiding.
No, I'm not going for thatevent Like, I'm just not going
(08:28):
to do it.
The opportunity cost like it'sexpensive.
Not the price of the event, orthe price of the flight, or the
price of the hotel room, theprice of being away from my
family, the price of I mean,when I did those trips I I'm
tired all the time because I'msitting so much.
(08:50):
The opportunity and the cost ofattending an event is expensive
For me it's expensive, and soif I'm going to do it, then I
have to be sure of the ROI, okay.
So the first thing I look at isthe host okay.
The second thing I look at isthe attendees Okay.
So you guys have heard me talkabout preparing to show up at
events.
I've done multiple podcastepisodes about them, but this is
the deal.
Okay, podcast episodes aboutthem, but this is the deal.
(09:10):
Okay.
There is a think of it like avertical ROI, like what you get
from the host, what you get fromstage, what you get from their
team, all of that stuff.
So the vertical ROI, and thenthere's this horizontal ROI, and
the horizontal ROI is the whenI say ROI is return on
investment.
The horizontal ROI is what youget from your peers that you
came to the event with, right.
And so I ask myself for thepeople who are going to be in
(09:33):
the room, are these people I canlearn from?
Are their connections that opendoors for me?
Are these people who were juston our way to the bathroom and
we have a conversation?
In that conversation, I candownload a $250,000 million idea
or I can have this big shift,something that has been a big
obstacle in my business.
It could just flip.
And so I ask myself, like, who'sgoing to be in the room?
(09:54):
Because if those people aregoing to be in the room, let me
tell you something about me.
Even if the speakers didn't sayanything, I will walk away with
a huge ROI because I know howto tap into the horizontal ROI.
I'm like I'm good at it, right,ok.
So I asked myself who's goingto be in the room, right, and so
I went to an event recently andit's an event where there are
entrepreneurs.
They are running six, seven andeight figure businesses and I'm
(10:18):
like, yep, I know what to do inthat room.
Right, I know what to do inthat room.
At the time of this recording,we're getting ready for our
events at the Entrepreneur MDBusiness School, business
Makeover Mastermind.
So we have an event every Aprilwhere we do a deep dive in
their businesses, right?
So we optimize the four bigpillars and so that would be the
seven figure mindset.
We're optimizing their revenuegeneration framework, we're
(10:41):
optimizing their team andsomething else I can't say
because they may be listening.
Okay, so we show up, but guesswho's going to be in the room?
We're going to have businessesall the way from startup to
multimillion, right, and it'snot like 7,000 people in the
room.
We're probably going to be 45,50 max in the room.
And man, we're going toworkshop, we're going to do deep
(11:03):
dives, but they're going to bein the room with these
phenomenal physicians and someof the.
I mean, if you've attended anyof our workshops, you get to
hear them tell their stories,right, and it's just mind
boggling.
It's just mind boggling to hearthem, and they get to be in the
room with them, right, andthat's done on purpose, because
now in this environment there'sso much that can happen, I mean,
(11:27):
and it doesn't take much.
It could be during lunch, itcould be during a break, it
could be during a session.
You hear somebody else's story,something clicks.
All of that stuff.
It's amazing.
So I asked myself you knowwho's going to be in the room,
who's going to be in the room?
And if it's a great room, thenokay, great host, great room,
two for two, okay, like the host, like the attendees.
The third thing I look out foris the content.
Okay, now, here we can differ.
(11:49):
I will tell you what I do andI'll tell you why I do it, and
then you can choose.
It's not about taking mine hooklike line of center is just you
choosing how to think aboutyours.
And so, for the content, I'mlooking for a few things.
I am not a fan of very broadconferences, and there's nothing
wrong with it.
Please don't misunderstand me,but here I'm picking, right.
I'm picking the ones I chooseto go to In my stage as an
entrepreneur.
(12:09):
The narrower it is, the better,right, like I don't want
something that will talk aboutbusiness or talk about health or
talk about family and all thatstuff.
I'm like, no, I don't want togo to the ones where it's
multiple speakers and everyspeaker has an offer, and so it
feels like a pitch fest theentire time.
Which there's nothing wrongwith selling I talk about
selling all the time and I sellall the time, right, there's
(12:30):
nothing wrong with that.
But to be in a room where 12people are selling over two days
, I don't want to listen to 12pitches.
I don't even mind listening toone pitch from one company 12
times, but I don't want to bepitched by 12 different people.
So narrow focus, right.
So I've gone to businesses.
I've gone to events where it'sall business or it's all one
part of business, where it couldbe sales or it could be
(12:51):
speaking, or it could bebuilding your team or whatever.
Right Now.
Of course it could be broaderwithin the context of business.
I'll take that, but I justdon't want, oh yeah, like I'm
super inspired and this wouldchange my life.
I don't want that, right, okay.
So something narrow, something.
That is, it lends itself to aworkshop style feel, which means
(13:12):
that I'm not just listening,I'm not just getting inspired,
but I can start working on thisstuff right away, right, so it's
either they're giving me reallypractical tips or we have time
for co-working sessions, likeworking sessions right in the
moment, so we start creatingwins while we're still at the
event.
I love those.
Right, I'm looking for contentthat's results oriented.
I do want to be inspired and ifyou listen to the Ontario Beat
(13:34):
Podcast or you've been to any ofmy events, you know that we are
going to inspire you.
But, by goodness, we want youinspired and empowered to take
action.
Right, like to have thestrategies and all of those
things.
And so I don't want it raw, Iwant it to be result oriented.
Right, that's the way I thinkabout it and I do that
intentionally.
So if there's the events, Idon't check the boxes.
(13:58):
I'm just like, yeah, I don't,I'm not going, right, and these
are events where for my personaldevelopment, right, and I'm
like, yeah, I'm not going to dothat.
Okay, so you can pick what yourthree are.
But I think the important thingis to kind of think, like there
is an opportunity cost totraveling, okay, like when I do
my events.
I just talked about the EBSbusiness makeover mastermind.
Oh my goodness, do we put a lotof time, effort, focus into
(14:18):
that?
Because I want P and I tellthem, I'm like, whatever it
costs you to be here, whateverthe investment was for you to be
here, I want you to walk awaywith a minimum of a hundred X
minimum, like you're walkingaway, like Dr Unai, I still owe
you money.
I know I paid for this, butshoot, I should have paid more.
That's what I want you to walkaway with.
That's my driver, right?
(14:39):
Okay?
Now some may say, oh, man, I'mnot in the business school yet,
right, I'm not in the businessschool yet.
So let me use a different event.
Okay, so, we have EntreeMD Live.
That's coming up June the 7th,2025.
And, oh my goodness, this isour annual event.
The first one we did was in2019.
And then, after COVID, we didit virtually a number of times.
(14:59):
Last year we did a hybrid andthis year we're doing in-person
only, going to be absolutelygood.
But I want you to understandthat I use the same things that
I use to pick what kind ofevents I would use to create
this experience as well.
Okay, so, let's look at a fewthings.
So I talked about the host.
Okay, so who's the host?
I'm the host for EntreMD Live.
Now, if you want to grab yourtickets, it's entremdcom forward
(15:21):
slash live.
You definitely want to be inthe room.
I mean like it'll be in Atlanta, it'll be amazing,
no-transcript.
(15:41):
So your results are my result.
That's it.
And you're talking aboutsomebody who's run multiple very
successful businesses, who hasa business that's been on the
Inc 5000 list of fastest growingcompanies for two years in a
row.
You're the Ontario MD BusinessSchool.
Hundreds and hundreds ofphysicians and thousands of them
through our workshops and allof that, and I've done this for
(16:11):
the last seven years, right, andso this is something that I've
done.
If you look, you'll see thetrack record of results that
we've created, and so this issomething that is proven.
Our integrity is proven, ourauthenticity is proven, our
methods are proven, right, andso that's the whole stat of that
meeting, right?
And when I think about, youknow, last year, oh my goodness,
like you know, the people whocame into the room just to watch
(16:34):
, you know, like this year, thetheme is the seven figure
entrepreneur.
And we did something similarlast year, not the same, but the
same theme, right, but thecontent is going to be
completely different this yearupgraded, because that's how we
roll and to see the light bulbsgo off and to watch them.
Because some of the doctorsafter the event did come to join
us in the Ontario BusinessSchool.
And there are three that cometo mind immediately.
(16:55):
Right, we had a Dr Angelise andwe just interviewed her in one
of our workshops and she's likeman, my revenue has been up 20%.
She hasn't even been in theschool for up to a year.
She was like I've never beenable to take two weeks off, but
I've built my team.
I took two weeks off for springbreak.
I think she said this has neverhappened before and just the
level of peace and confidence.
And she has a whole network ofphysicians as opposed to when
(17:18):
she fought by herself, and allof that.
We have Dr Lucy Mitchell.
I think Dr Lucy Mitchell was inschool for 90 days and already
done $60,000 in revenue.
We're like who are you Like?
Who are you and stuff like that, and she's amazing.
She's an artist and she did theofficial art for National
Private Practice Physicians Day.
She's just absolutely amazing.
And then we had Dr Makedja Ithink her first quarter in the
(17:40):
school.
Her business grew by 122% andshe's like, whoa, right, and so
to see real life change happen.
That's what we're here for.
We're here to help people getresults.
Right.
When we did that event in realtime, we couldn't even get the
people to leave.
They're like, oh my goodness,like I can have a different
reality.
Not their words, not in thosewords, right, cause that's kind
of weird, that's what I wouldsay.
But you know, they're like, Ihave not met a community like
(18:13):
this, right, like you know,let's connect, let's, you know,
share our information and stayconnected and all of that stuff.
It was just beautiful, okay.
So who are the people attending?
The people are attending arephysician entrepreneurs and from
startup to multimillion inrevenue, and there are people
who've raised their hands, right.
There are people who've raisedtheir hands and say I want to
make this better.
Your theme is the seven figureentrepreneur.
I want to be that.
And so talk about a room fullof like-minded individuals,
(18:36):
right, and just to be in thatroom is so powerful.
And again, one conversation,one conversation can completely
rock your world, okay.
Third thing content.
And what is our content?
A seven-figure entrepreneur.
We're going to go through themindset of a seven-figure
entrepreneur, the strategiesthat they use, the kind of teams
that they use and other thingsI cannot tell you about because
I do not spill all my beans.
(18:57):
Okay, I love surprises, okay,but that's what we're going to
be talking about.
So, if you're thinking like Iwant to get to my first million,
or I want to get to my firstmillion, or I want to add a
million in revenue, then there'sa spot for you in the room.
So, seriously, go save yourticket.
Entremdcom forward slash live isgoing to be June the 7th in
Atlanta.
Going to be absolutely amazing.
I would love to see you in theroom.
The reason I'm sharing all ofthis with you so it'll make it
(19:19):
even easier for you to make adecision.
Like I want to be in the roombecause I'm choosing what events
to attend.
I want you to choose whatevents to attend, but I want to
show you why on-training daylife fits the bill right.
Okay?
So this is the deal.
Events are great game changers.
It will change your world.
You put yourself in the roomwith the right host, the right
attendees and the right content.
(19:40):
You cannot tell what happens.
You will not be able to tellwhat happens, like I was saying
earlier, like I've hadconversations that I can trace a
million dollars to aconversation.
Actually, one of them was noteven a conversation.
I just heard somebody you knowasking a question, sharing her
story and asking a question, andI was like huh, and that led to
a million dollars in revenue inthat year.
Okay, so I'm not going topromise you a million, but I'm
(20:02):
going to promise you that if youembrace this and put yourself
in the right room, that in 90days from the event, you'll go
like wait, what what justhappened here?
And I want that for you.
Okay, so I want you to imaginethat, because that is something
that is possible for you, I wantyou to go save your tickets on
tramdcom forward slash live.
I cannot wait to see in AtlantaJune the 7th 2025.
(20:26):
In the meantime, just keepcrushing it.
This is our time, this is theyear of the physician and we're
going to win this thing.
It will change your world.
You put yourself in the roomwith the right host, the right
attendees and the right content.
You cannot tell what happens.
I've had conversations that Ican trace a million dollars to a
conversation.
Actually, one of them was noteven a conversation.
I just heard somebody asking aquestion and I was like huh, and
that led to a million dollarsin revenue.
Hi docs, welcome to the EntreMDpodcast, where it's all about
(00:24):
helping amazing physicians justlike you embrace
entrepreneurship so you can havethe freedom to live life and
practice medicine on your terms.
I'm your host, dr Imna.
Last year, I had a two-monthperiod where I took six six
trips, and three of them wereinternational, and that put me
(00:47):
in a position where I was likethere are very few events that
I'm going to attend, and I cameup with specific criteria that
will let me know which event toattend and which not to, and I
want to share those criteriawith you.
Maybe those will be the onlykind of events you will attend
from 2025 onwards.
Okay, all right.
So when you're growing yourbusiness and you haven't had a
(01:09):
certain number of opportunitieswhether that's speaking or
attending certain types ofevents or things like that it
can sneak up on you, and so forme, last year was one of those
years.
I did a lot of travel last yearand you know, when we got to
September October, it wascomplete nuts.
So September October, it's atwo month period, but I traveled
(01:29):
six times, right.
So if you think about it, I wasjust gone period, right?
I traveled six times, and threeof those trips were
international.
So one of them we went toEurope, and in that trip
actually it was a number ofcountries.
We did France, we did Italy andmultiple cities in Italy, and
then after that I went to theBahamas and after that I went to
Cancun.
(01:49):
Okay, so these are theinternational ones, and there
are three local ones as well,and so at the end of that month,
oh my goodness, I was soexhausted.
I wasn't a fan, because I'm ahomebody.
I love being at home, I love myfamily, I love being with my
family, and so being away frommy family that much was just was
just not fun, right For me, andso I didn't like that piece
(02:11):
either.
I don't like sleeping in hotelrooms, like I don't, and when
I'm away from my family it feelslike there's a hole in the room
, so it's harder for me to sleep.
So I dealt with quite a bit ofinsomnia with that and so for me
I just decided, like theopportunity cost of the travel
was just not worth it to me.
And they were all great tripsand I had a great time and I had
(02:32):
a great ROI.
And you're like Dr Uno, you sayyou weren't happy about that
and you had a great time.
Like both can be true at thesame time.
Okay, you know, like one of myways of approaching things is I
can't change what is and I'm notgoing to go back on my
commitments.
If I told somebody I was goingto be there, right, but I can
still, in the moment, go, okay,I'm not going to cry over
spilled milk, we're already here.
(02:53):
But knowing what I now know,what do I do so I don't find
myself in this spot again?
And once I make that decision,I can then choose to be happy,
right, like even though I'mstill in the midst of it,
because by trip number two I waslike, oh, this is, I don't know
what I was thinking, okay, butI still had a number of trips to
go, and so I was able to stillenjoy them because I'd made a
decision that this is not ideal,but this is not going to happen
(03:15):
again, not in this way, right?
So it put me in this positionwhere I sat down and said, okay,
I'm going to be.
My default answer to will youis just no, and I'm not
recommending this.
You know, I just don't want tomake up stuff.
I just want to tell you exactlywhat happened.
I was like so I'm going tostart with no and then work my
way back to why should I?
Right, and you know it made mecome up with this way of
(03:38):
filtering events and this eventsto attend.
Okay, so I'm again.
I'm big on, you know, personaldevelopment and stuff like that.
I recognize, you know, as aleader in the physician space.
One of the worst things I cando is I can stop growing right,
because, whether I mean to be ornot, I'm a lid of sorts, right,
I kind of show people oh, youcan come this far, but that's it
, right, and so someone can lookat me as an introvert and
(04:00):
they're like oh, I guess we canbe great at speaking.
You know, we can have podcasts,we can speak at events, we
could rock networking and stufflike that.
A pediatrician could look at meand say, wait, I thought we
were all lowly pediatricians.
I guess you know we can chartour own path.
Someone could say I have abunch of kids and I thought that
was the reason why I couldn'tdo X, y, z.
But apparently we could.
That's my life and that's why Ishare a lot of my stories, so
(04:22):
people can find themselves inand say, oh, clearly I can
overcome this or clearly I canhave a different story.
That's the whole purpose.
And if there's ever a storyI've told that has made a
difference for you, maybe youcan send me a PM or DM and say,
hey, dr Una, you told this storyand because of that a story,
there's a purpose behind it,right?
Okay, so I started choosing.
I was like what kind of eventswould I go for?
(04:47):
Right, because I can't say yesto all of them and I will tell
you what they are and you don'thave to adopt mine, but you can
adopt whatever works for you.
But this is what I chose.
And so I had three things.
I look at you will see how Ihave never lost money on an
(05:16):
event, never.
It has never happened Like.
I think about a certain way andI'm very intentional about how
I approach it.
Okay, so the first thing I lookat is the host.
Okay, I look at the host.
Now, one of my mentors told methis you know, man, this must
have been like either a finalyear in med school or, you know,
the first year after med school.
And he said I do not read books, I do not read titles, I read
authors.
And I'm going to break thatdown right I don't read titles,
(05:38):
I read authors.
And so what does that mean?
That can be a book like how tomake your first million in
revenue.
And so what does that mean?
That can be a book like how tomake your first million in
revenue, and it was written bysomeone who hasn't hit that
first million in revenue.
And this happens all the time.
There's so many things you seeon Instagram, like some of them,
people I know and I'm likethere is nothing true, there's
nothing factual about what ishappening here.
Okay, so the person who hasn'tmade the million, they can write
(06:00):
whatever they want, they couldchat, gpt, they could do all of
that stuff, but they can'tactually transfer the know-how
to you because they haven't doneit, they don't have the
experience, they can only givewhat they have, period.
So I'm not necessarily lookingat the title, I'm looking at who
wrote the book and I'm makingthe decision to buy the book
based on the author, not on thetitle, okay.
(06:20):
And so there are people thatare mentors in my world that if
they write it, I'm going to readit.
Right, because everybody'ssecrets and strategies and
methods and all that is found intheir words, it's found in
their books, it's found in theirpodcasts and stuff, right.
And so you're trying to find,like, what is it that makes this
person tick?
What made this work for thisperson?
Right, it's in their book.
So, not titles, but authors,okay.
(06:42):
When I go to events, I'm alsolooking at the host.
Does this person have what Iwant?
Has this person helped otherpeople get what I want?
And so if that person fits thebill and especially in the times
we find ourselves in, okay.
So at the time of this recording, this is 2025.
And one of the things about2025 is many things are in flux,
(07:03):
right.
Things that used to work beforethat are not working anymore,
or the things that were fads andthe fads have fallen apart,
that I've seen people with eightfigure businesses like just
right Because their strategieswere based on fads and the fad
doesn't work anymore.
So I'm also looking for is thisperson leading in this time?
Right, is this person leading?
So, are they still at theforefront?
(07:24):
Are they still showing up?
Are they still making progress?
Are they still like, where arethey?
Do they have what I want?
Have they helped other peopleget what I want, and are they
leading in this time?
Okay, so I'm looking for thatand one of the things I you know
I didn't used to look for thisin the very beginning, but I
have looked at it for at leastsix years at this point, I'm
also looking at the relationshipbetween them and work and their
(07:47):
lives and their health and allof those things.
So I'm at a stage in mybusiness where, if someone is
trying to their strategies work,but it's at the expense of your
health, or the strategies workbut it's the expense of your
family, like what's family, likethis is, you're doing the work
for them anywhere Grind, grind,grind, all that Like, if it's
not congruent with the life I'mtrying to live, I don't do it
either.
I'm just like, nah, okay.
So I'm looking at the host.
(08:08):
Do I want to be in this room?
Do I want to be in this roomput together by this host?
And if the answer is not yes,if I look at, have they done it?
No, have they helped otherpeople do it?
No.
Their work life you know allareas of their lives Is it in
alignment the way I want mine tobe?
No, are they leading?
No, they're hiding.
No, I'm not going for thatevent Like, I'm just not going
(08:28):
to do it.
The opportunity cost like it'sexpensive.
Not the price of the event, orthe price of the flight, or the
price of the hotel room, theprice of being away from my
family, the price of I mean,when I did those trips I I'm
tired all the time because I'msitting so much.
(08:50):
The opportunity and the cost ofattending an event is expensive
For me it's expensive, and soif I'm going to do it, then I
have to be sure of the ROI, okay.
So the first thing I look at isthe host okay.
The second thing I look at isthe attendees Okay.
So you guys have heard me talkabout preparing to show up at
events.
I've done multiple podcastepisodes about them, but this is
the deal.
Okay, podcast episodes aboutthem, but this is the deal.
(09:10):
Okay.
There is a think of it like avertical ROI, like what you get
from the host, what you get fromstage, what you get from their
team, all of that stuff.
So the vertical ROI, and thenthere's this horizontal ROI, and
the horizontal ROI is the whenI say ROI is return on
investment.
The horizontal ROI is what youget from your peers that you
came to the event with, right.
And so I ask myself for thepeople who are going to be in
(09:33):
the room, are these people I canlearn from?
Are their connections that opendoors for me?
Are these people who were juston our way to the bathroom and
we have a conversation?
In that conversation, I candownload a $250,000 million idea
or I can have this big shift,something that has been a big
obstacle in my business.
It could just flip.
And so I ask myself, like, who'sgoing to be in the room?
(09:54):
Because if those people aregoing to be in the room, let me
tell you something about me.
Even if the speakers didn't sayanything, I will walk away with
a huge ROI because I know howto tap into the horizontal ROI.
I'm like I'm good at it, right,ok.
So I asked myself who's goingto be in the room, right, and so
I went to an event recently andit's an event where there are
entrepreneurs.
They are running six, seven andeight figure businesses and I'm
(10:18):
like, yep, I know what to do inthat room.
Right, I know what to do inthat room.
At the time of this recording,we're getting ready for our
events at the Entrepreneur MDBusiness School, business
Makeover Mastermind.
So we have an event every Aprilwhere we do a deep dive in
their businesses, right?
So we optimize the four bigpillars and so that would be the
seven figure mindset.
We're optimizing their revenuegeneration framework, we're
(10:41):
optimizing their team andsomething else I can't say
because they may be listening.
Okay, so we show up, but guesswho's going to be in the room?
We're going to have businessesall the way from startup to
multimillion, right, and it'snot like 7,000 people in the
room.
We're probably going to be 45,50 max in the room.
And man, we're going toworkshop, we're going to do deep
(11:03):
dives, but they're going to bein the room with these
phenomenal physicians and someof the.
I mean, if you've attended anyof our workshops, you get to
hear them tell their stories,right, and it's just mind
boggling.
It's just mind boggling to hearthem, and they get to be in the
room with them, right, andthat's done on purpose, because
now in this environment there'sso much that can happen, I mean,
(11:27):
and it doesn't take much.
It could be during lunch, itcould be during a break, it
could be during a session.
You hear somebody else's story,something clicks.
All of that stuff.
It's amazing.
So I asked myself you knowwho's going to be in the room,
who's going to be in the room?
And if it's a great room, thenokay, great host, great room,
two for two, okay, like the host, like the attendees.
The third thing I look out foris the content.
Okay, now, here we can differ.
(11:49):
I will tell you what I do andI'll tell you why I do it, and
then you can choose.
It's not about taking mine hooklike line of center is just you
choosing how to think aboutyours.
And so, for the content, I'mlooking for a few things.
I am not a fan of very broadconferences, and there's nothing
wrong with it.
Please don't misunderstand me,but here I'm picking, right.
I'm picking the ones I chooseto go to In my stage as an
entrepreneur.
(12:09):
The narrower it is, the better,right, like I don't want
something that will talk aboutbusiness or talk about health or
talk about family and all thatstuff.
I'm like, no, I don't want togo to the ones where it's
multiple speakers and everyspeaker has an offer, and so it
feels like a pitch fest theentire time.
Which there's nothing wrongwith selling I talk about
selling all the time and I sellall the time, right, there's
(12:30):
nothing wrong with that.
But to be in a room where 12people are selling over two days
, I don't want to listen to 12pitches.
I don't even mind listening toone pitch from one company 12
times, but I don't want to bepitched by 12 different people.
So narrow focus, right.
So I've gone to businesses.
I've gone to events where it'sall business or it's all one
part of business, where it couldbe sales or it could be
(12:51):
speaking, or it could bebuilding your team or whatever.
Right Now.
Of course it could be broaderwithin the context of business.
I'll take that, but I justdon't want, oh yeah, like I'm
super inspired and this wouldchange my life.
I don't want that, right, okay.
So something narrow, something.
That is, it lends itself to aworkshop style feel, which means
(13:12):
that I'm not just listening,I'm not just getting inspired,
but I can start working on thisstuff right away, right, so it's
either they're giving me reallypractical tips or we have time
for co-working sessions, likeworking sessions right in the
moment, so we start creatingwins while we're still at the
event.
I love those.
Right, I'm looking for contentthat's results oriented.
I do want to be inspired and ifyou listen to the Ontario Beat
(13:34):
Podcast or you've been to any ofmy events, you know that we are
going to inspire you.
But, by goodness, we want youinspired and empowered to take
action.
Right, like to have thestrategies and all of those
things.
And so I don't want it raw, Iwant it to be result oriented.
Right, that's the way I thinkabout it and I do that
intentionally.
So if there's the events, Idon't check the boxes.
(13:58):
I'm just like, yeah, I don't,I'm not going, right, and these
are events where for my personaldevelopment, right, and I'm
like, yeah, I'm not going to dothat.
Okay, so you can pick what yourthree are.
But I think the important thingis to kind of think, like there
is an opportunity cost totraveling, okay, like when I do
my events.
I just talked about the EBSbusiness makeover mastermind.
Oh my goodness, do we put a lotof time, effort, focus into
(14:18):
that?
Because I want P and I tellthem, I'm like, whatever it
costs you to be here, whateverthe investment was for you to be
here, I want you to walk awaywith a minimum of a hundred X
minimum, like you're walkingaway, like Dr Unai, I still owe
you money.
I know I paid for this, butshoot, I should have paid more.
That's what I want you to walkaway with.
That's my driver, right?
(14:39):
Okay?
Now some may say, oh, man, I'mnot in the business school yet,
right, I'm not in the businessschool yet.
So let me use a different event.
Okay, so, we have EntreeMD Live.
That's coming up June the 7th,2025.
And, oh my goodness, this isour annual event.
The first one we did was in2019.
And then, after COVID, we didit virtually a number of times.
(14:59):
Last year we did a hybrid andthis year we're doing in-person
only, going to be absolutelygood.
But I want you to understandthat I use the same things that
I use to pick what kind ofevents I would use to create
this experience as well.
Okay, so, let's look at a fewthings.
So I talked about the host.
Okay, so who's the host?
I'm the host for EntreMD Live.
Now, if you want to grab yourtickets, it's entremdcom forward
(15:21):
slash live.
You definitely want to be inthe room.
I mean like it'll be in Atlanta, it'll be amazing,
no-transcript.
(15:41):
So your results are my result.
That's it.
And you're talking aboutsomebody who's run multiple very
successful businesses, who hasa business that's been on the
Inc 5000 list of fastest growingcompanies for two years in a
row.
You're the Ontario MD BusinessSchool.
Hundreds and hundreds ofphysicians and thousands of them
through our workshops and allof that, and I've done this for
(16:11):
the last seven years, right, andso this is something that I've
done.
If you look, you'll see thetrack record of results that
we've created, and so this issomething that is proven.
Our integrity is proven, ourauthenticity is proven, our
methods are proven, right, andso that's the whole stat of that
meeting, right?
And when I think about, youknow, last year, oh my goodness,
like you know, the people whocame into the room just to watch
(16:34):
, you know, like this year, thetheme is the seven figure
entrepreneur.
And we did something similarlast year, not the same, but the
same theme, right, but thecontent is going to be
completely different this yearupgraded, because that's how we
roll and to see the light bulbsgo off and to watch them.
Because some of the doctorsafter the event did come to join
us in the Ontario BusinessSchool.
And there are three that cometo mind immediately.
(16:55):
Right, we had a Dr Angelise andwe just interviewed her in one
of our workshops and she's likeman, my revenue has been up 20%.
She hasn't even been in theschool for up to a year.
She was like I've never beenable to take two weeks off, but
I've built my team.
I took two weeks off for springbreak.
I think she said this has neverhappened before and just the
level of peace and confidence.
And she has a whole network ofphysicians as opposed to when
(17:18):
she fought by herself, and allof that.
We have Dr Lucy Mitchell.
I think Dr Lucy Mitchell was inschool for 90 days and already
done $60,000 in revenue.
We're like who are you Like?
Who are you and stuff like that, and she's amazing.
She's an artist and she did theofficial art for National
Private Practice Physicians Day.
She's just absolutely amazing.
And then we had Dr Makedja Ithink her first quarter in the
(17:40):
school.
Her business grew by 122% andshe's like, whoa, right, and so
to see real life change happen.
That's what we're here for.
We're here to help people getresults.
Right.
When we did that event in realtime, we couldn't even get the
people to leave.
They're like, oh my goodness,like I can have a different
reality.
Not their words, not in thosewords, right, cause that's kind
of weird, that's what I wouldsay.
But you know, they're like, Ihave not met a community like
(18:13):
this, right, like you know,let's connect, let's, you know,
share our information and stayconnected and all of that stuff.
It was just beautiful, okay.
So who are the people attending?
The people are attending arephysician entrepreneurs and from
startup to multimillion inrevenue, and there are people
who've raised their hands, right.
There are people who've raisedtheir hands and say I want to
make this better.
Your theme is the seven figureentrepreneur.
I want to be that.
And so talk about a room fullof like-minded individuals,
(18:36):
right, and just to be in thatroom is so powerful.
And again, one conversation,one conversation can completely
rock your world, okay.
Third thing content.
And what is our content?
A seven-figure entrepreneur.
We're going to go through themindset of a seven-figure
entrepreneur, the strategiesthat they use, the kind of teams
that they use and other thingsI cannot tell you about because
I do not spill all my beans.
(18:57):
Okay, I love surprises, okay,but that's what we're going to
be talking about.
So, if you're thinking like Iwant to get to my first million,
or I want to get to my firstmillion, or I want to add a
million in revenue, then there'sa spot for you in the room.
So, seriously, go save yourticket.
Entremdcom forward slash live isgoing to be June the 7th in
Atlanta.
Going to be absolutely amazing.
I would love to see you in theroom.
The reason I'm sharing all ofthis with you so it'll make it
(19:19):
even easier for you to make adecision.
Like I want to be in the roombecause I'm choosing what events
to attend.
I want you to choose whatevents to attend, but I want to
show you why on-training daylife fits the bill right.
Okay?
So this is the deal.
Events are great game changers.
It will change your world.
You put yourself in the roomwith the right host, the right
attendees and the right content.
(19:40):
You cannot tell what happens.
You will not be able to tellwhat happens, like I was saying
earlier, like I've hadconversations that I can trace a
million dollars to aconversation.
Actually, one of them was noteven a conversation.
I just heard somebody you knowasking a question, sharing her
story and asking a question, andI was like huh, and that led to
a million dollars in revenue inthat year.
Okay, so I'm not going topromise you a million, but I'm
(20:02):
going to promise you that if youembrace this and put yourself
in the right room, that in 90days from the event, you'll go
like wait, what what justhappened here?
And I want that for you.
Okay, so I want you to imaginethat, because that is something
that is possible for you, I wantyou to go save your tickets on
tramdcom forward slash live.
I cannot wait to see in AtlantaJune the 7th 2025.
(20:26):
In the meantime, just keepcrushing it.
This is our time, this is theyear of the physician and we're
going to win this thing.
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