Why 2026 Will Break Most Doctors (And How to Thrive Instead) | Focus for 2026

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2026 is coming… and it’s going to challenge doctors like never before.

From smaller margins to poor-performing teams, I break down five threats every doctor will face in 2026 and exactly how to overcome them. Remember, thriving isn’t about avoiding challenges; it’s about mastering them.

If you’re ready to step into 2026 with focus, mastery, and control of your business and life, this episode is for you.

Tune in and get ready to win big in the coming year.

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Key Takeaways: 

• 00:00 Intro
• 00:33 Thriving starts with a decision
• 03:30 Why preparing early is non-negotiable
• 07:47 Challenge #1: Invisibility
• 09:33 Challenge #2: Smaller margins
• 11:17 Challenge #3: Poor-performing teams
• 12:15 Challenge #4: Constant distractions
• 13:26 Challenge #5: The myth of job security
• 16:46 What happens if you don’t adapt
• 23:41 Choose the alternative
• 24:41 Solutions for the challenges of 2026
• 34:05 Support and resources for 2026
• 51:17 Outro

Additional Resources:

• Learn more about my 12-month program. 
• Interested in 1-on-1 coaching? Apply here.
• Grab a copy of the "The 7-Figure Physician CEO" book. 

When you are ready to work with us, here are three ways:

•  The Profitable Private Practice Movement - If you want to build a thriving private practice that serves a lot of patients, while creating time and financial freedom for you, come join us here. 
• 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 ...

Transcript

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SPEAKER_01 0:00

I have decided I'm going to thrive. I've decided that I'm going to win. I'm not talking about a wish. A wish is like, oh, it would be nice if this happened. I'm talking about a commitment, meaning I am going to make this happen. I'm going to do what I need to do to make this happen.

SPEAKER_00 0:16

Hi Docs. Welcome to the Uncham D podcast, where it's all about helping amazing physicians just like you embrace entrepreneurship so you can have the freedom to live life and practice medicine on your terms. I'm your host, Dr. Imna.

SPEAKER_01 0:33

I feel like I've had a lot of conversations with a lot of doctors in recent times, and I'm loving it. I'm okay with this. I want to talk to you about why this strategy summit. Like, why are we doing this? Why are we anticipating 2026 and the challenges that will be there? And the thing is this, right? Usually when I work with people, I anticipate the challenges that they could face all the way down the line. And so when I create content and I create frameworks and I create blueprints, it is based on what will help them escape the challenges that are coming, even if I never say it. But that's what's behind it. So for instance, when the pandemic hit in 2020, a lot of my clients were like, oh my goodness, Dr. Una, it's as though you knew a pandemic was coming and you prepared us for it. Right? Now, did I know there was a pandemic coming? No, I didn't know that. But what I did know is there is a way to build a business so that when the challenging times come, you can still win. This is constantly what I'm thinking about. Like, what challenges are going to be in the future? For instance, when I work with doctors to build their businesses, I'm constantly thinking, how do you build this in such a way that when you're done building it, you will love it? And if you wanted to exit, and you're like, huh, I think I want to start the process of exiting, you'll find out that you had been building in such a way that you could exit, you can exit the entire time. That's what I do. The problem is a lot of times people don't find out till a year later, two years that they're like, oh, that's what you were doing, Dr. Una, right? And 2026, I anticipate will have challenges. Now, notice I did not say that means we will not thrive. I did not say that means we will not win, but there will be challenges. And these challenges, many of you would have noticed this since COVID, since the pandemic, that the world is changing too quickly. Things are changing quickly, processes are changing quickly, like things that used to take 10 years or taking one. Things are changing quickly. So the reason we're having this is because I need your buy-in on what we need to do to thrive in 2026 now. Like I need, I don't, we don't have the two years for you to say, oh, I see what you were doing. We need to get ready now. And so usually I don't share the challenges and the problems that will create and all that. I'm like, this is what you need to do, knowing if you do it, you'll be fine. But now we don't have time for that. Okay. We need the buy-in now. We need to start shifting now. So I'm gonna talk to you today about some of the challenges I anticipate, some of the problems those challenges will create, what the solution is. And I will show you how entreeMD helps with that. This is a decision you can make. You don't have to have the answer. You don't have to know how you're going to do it. But it is the starting point of everything else. So when the pandemic hit, for some reason I keep going back to that, we didn't know what it was. We didn't know how long it will last. We didn't know the impact it would have. We didn't know any of those things. What I did know is like, oh, we're going to thrive. I'm going to thrive. You guys want to thrive? Come on, let's go. In fact, I launched a program right in the middle, like the early days of the pandemic called Thrive. I'm like, guys, like we are going to figure out how to win. But it started with an intention. It started with a decision. It started with a commitment, right? So I'm not talking about a wish. A wish is like, oh, it would be nice if this happens. I'm talking about a commitment, meaning I am going to make this happen. I'm going to do what I need to do to make this happen. Okay. This is your commitment. And so other people are like, oh, throw the year away. You're not going to say that. You're going to figure out. You're going to say, hey, hey, some people are thriving. How are they figuring this out? Some people are, how are they doing that? Like, I'm going to do this. It's a it starts from a decision. It doesn't start from circumstances. It starts from a decision. I have decided I'm going to thrive. I've decided that I'm going to win. Now we're going to need to change some stuff, but we'll get to that next. The first thing is a decision. If we're like, oh, I'll watch and wait and see what happens. This is not what savvy entrepreneurs do. And that's who we are. 2026. Okay. So what are we going to look at today? We're going to look at the challenges that are likely to come with 2026. And I can say this because we've had a lot of challenges in 2025, and there's nothing that's been put in motion to make these challenges disappear. Okay. What are the consequences of these challenges? Because these challenges show up, what are the consequences? What is the solution? How entream D will support you? These are the things we're going to look at. I want to invite you. This is work that I'm doing with myself. This is work I'm doing with all the clients that I have. Those of you who are in EDS, PPPM, all of that, I want you to lean in. It will make everything that we're doing make sense. I'm Dr. Unef. We haven't met before. I'm a pediatrician. I have had my private practice for the last 15 years, 15 and a half years at this point. I'm the founder of On-TraMD, and in On-TraMD, we help doctors build profitable businesses so they have the freedom to live life and practice medicine on their terms. Okay. We've done On-TraMD for the last seven years. That's great, but I want to show you something that I want you to pay attention to because challenging times come, but we can still win. Okay. So my first business, which was my private practice, started in 2008. Now, if you remember 2008, you remember that we had a recession that year, right? We had a very interesting recession in 2028. Our practice thrived through that. After that, we had COVID that showed up in 2020, right? And our practice thrived through the pandemic. In fact, our 2020 revenue was better than 2019. 2021 was better than 2020. Okay. Next, we launched the second business, and that is entre MD. The entreMD business school was launched June 27th, 2020, right in the middle of a pandemic. And we thrived through that as well. Okay. We after the pandemic, if you guys remember, especially those of you who have to have bigger teams, we had the great resignation where people were dropping like flies, so much so that there are many practices today who the doctor just decided, I'm just going to see all the patients. I cannot deal with all these people. We have pediatricians giving their own shots, doing their own labs, doing everything, right? Because of the great resignation. Why am I telling you all of this? I'm telling all of you all of this because we have been around this block enough times to know how to respond and how to win when challenging times show up. Okay. And so whatever 2026 turns out to be, we're going to thrive through it. There's a framework for it, there's a formula for it. I'm going to figure it out and I am going to thrive. When people walk around saying, oh my goodness, all these bad, like we can choose to be exempt from this. Okay. Okay. All right. So moving along, what are the challenges? What are the challenges we can anticipate? These are not all of them, but these are some of the ones that are going to apply to us as physicians. And I want you to see that. Okay. All right. First one, not visibility, invisibility, right? And the reason for this is because it's almost as though everybody has a voice, everybody has a brand, including the people who have misinformation, including the people who have no clue what they're talking about. And everybody's out there doing the things. So there is a lot of noise, so much so that you have to figure out how to break through the noise. And I'm going to show you what the consequence of this is. But invisibility. So, you know, like us deciding like I own a business, but I don't want to market, like, that is like so 2020. Like, we can't do that in 2026 because this is going to be a challenge. Now, can you overcome it? Of course. And I'm going to show you how to do it, but we are not going to overcome it passively. We're going to make a decision. This is a challenge, and I'm going to overcome it. Right? So there's so much noise out there. There's so much brand noise out there. How do you cut through the noise so you can be seen? This is a problem, it's going to be a bigger problem. And now with AI, people can dump all kinds of stuff in all manner of volumes. How do you cut through the noise? How many of you notice that it's noisy out there? It's noisy. It looks like, oh, there's 72,000 people who do what I do. So how do we cut through that so we can be seen so our businesses can win? This is a problem. Okay? It's a challenge. All right. Next challenge is smaller margins. Okay. Now, when you think about us in the world, you know, like there are multiple factors that lead to this. So one is that the cost of goods, right? Whatever goods you have to use, that is so much higher. The cost of team is so much higher. If you are in a regulated space, like if you're an insurance-based private practice, then on top of that, the insurance companies want to pay you less, right? And sometimes the steps you need to take to get the same job done is so much higher, right? What do all of these translate to? Smaller margins. Even as far as retaining the clients and the patients that you have, loyalty is much lower. How many of you have noticed that? That customer loyalty is not what it used to be. How many of you have noticed that? Now, I don't want anybody to be nervous, be afraid. I'm just painting the picture. So when we're done, we can go into the solution. There are solutions to all of this. There's even data to say 30% of patients are like they'll switch on a whim, like just like that, right? So it's not the same. So do you need to do more work to retain? Yes. Yes, that's the that's the space we find ourselves in. Is it a problem? No. We're gonna work through, but we have to be aware is there. So all these things all translate to for the same amount of work, less profit generated. Okay. So what are we gonna do about that? We can't pretend it's not there, but we have to respond to it. Okay. All right. Then poor performance teams. We all know after 2020, the world changed, right? And you know, there are more people who want to have jobs and not work. Like it's a lot more people. It's a lot, it's more challenging for most people to find the people that they want to hire. I am telling you this just because I needed to be aware of what's going on. We are going to look at the solution. So I don't want anybody to go like, oh, whoa, is us. Like we're finished in 2026. We're not. Okay. But yes, poor performance teams, that's a problem. It is not going away. Okay. You had people who all worked in the office, even in a private practice. In a private practice, insurance-based private practice, you have critical team members who are like, I now want to work from home. You're like, but the house sway, how is that going to work? But this is what is going on. It doesn't mean high play high flyers are not there, but it's like, how do we find them? How do we lead them? How do we keep them? Okay. All right. The number four, I don't even know how to describe number four. The amount of distractions. It is incre it takes an incredible amount of discipline, which you can do, but an incredible amount of discipline to stay focused. Okay. There are a thousand things coming at us. There are a thousand strategies coming at us. There's everyone telling us the way we're doing things is not the way that's going to make it work. And then there's the challenges in business, which a lot of the challenges in business are distractions. And there's going to be a lot of stuff that comes in the news. And please don't hear what I'm not saying. I'm not saying those are not real. I'm not saying that. But I've seen many people who heard one thing from the news and it took them six months to come back to their businesses. There's going to be so many distractions. And guess what you can't do when you're distracted? You can't make significant progress. At best, you're going around in circles. I don't think anybody's walking into 2026 saying, I want to go around in circles. And then the fifth one I'm going to talk about here, and I put this here on purpose because some of us are what I call entrepreneurs. We show up as entrepreneurs in the workplace, but we work a job. There is no such thing as job security. I find people are like, oh, this is what I earn in my job, and you know, we're secure, we're good. There's no such thing. So an unprecedented number of physicians, chances are will lose their jobs in 2026. And if they're not doing what we talk about in the strategy summit, they will not be ready. Now, you may say, oh, Dr. Una, but that's not going to happen. I started talking about this in 2016, where I started teaching. I was like, it's adapt or die, guys. It's adapt or die. We need to change. We can't continue to do things the way we've always done them. And in 2016, nobody could believe it. And slowly but surely became more and more believable. The pandemic exposed it. And guess what? This is happening more and more. And so if you work a job and you're here because you're like, you know, I'm going to open a business someday. I want to be here. I'm telling you that it's not someday. And I'm not saying go open now, but I'm saying you have to have the same business skills as someone who has, who runs a business because you need to know how to negotiate. You need to know how to show the value you bring to the bottom line. You need to have conversations with CMO, CFOs, like someone who is savvy. You need to monetize your brand. So if they tell you we don't want you here anymore, you know what to do. You need to be in control. So resting on job security in 2026 is a no-no of no-nos. So that's fine. Okay, but what is the consequence? Like, so when these challenges show up, so what? Okay. So what? Here's the consequence. If invisibility gets you, you will have a great business nobody knows about. Because let me tell you something I know about physicians. We love people, we want to help people. We are so wired to pursue purpose over profits. Now we need to pursue both, but we lead with purpose. We lead with transformation. So when we build businesses, they tend to be transformational. They tend to be businesses that can help a lot of people. However, in the business world, it doesn't matter if your business can help a lot of people, if it's invisible, because it will be a great business that nobody uses, a great business that is not changing lives. So we need to be the people who can one be loud and two cut through the noise. Okay? So invisibility translates to no clients, no patients, or low client volume, low patient volume. In other words, the impact you want it to have, you cannot have. So not me. We cannot subscribe to invisibility. We can't. It's too expensive. Okay? Especially if we're going to take the time to build something that is going to be so helpful to people. We must show up. Now, smaller margins. Now, this is the one in 2026, you are going to hear me talk about revenue, revenue creation, seven figures, all of this all day, every day, and twice on Sunday. Why? We can't afford small margins. What happens when we have smart margins? We have cash flow struggles. Do you know what it is like to have a team of 15 people and payroll comes around and you can't make payroll? This happens every day. Again, you can type not me. Okay. So cash flow problems, it's a real problem. And on the other side, it is the inability to afford a rock star team because guess what? The prize for freedom as an entrepreneur is a team that can help you serve and earn. And so if you don't have the cash flow, then you can't afford the team. And so you have to stay in the business, like you have to stay fully in the business doing all the things. So our time of going like, oh, I only care about people, I don't care about money. We can't afford to do that in 2026. Like the the game is real now, things are real. We can't afford that. So we have to understand revenue. We have to understand how to create it. We have to understand how to engineer cash flow. We have to understand all these things and put in the reps and be good at it. We need to treat it like it's an algorithm like PALs or ACLS and run the reps. We need to be able to run codes on our businesses. Poor performance teams. What is the problem with that? Oh my goodness. Burnout. Because you have a big team that you need to, um, it doesn't have to be big. You have a team that you need to manage. So one, you're doing the work of managing and they're not doing the job, so you have to do their job too. So you're doing their job and you're managing them for not doing their job. Oh my goodness. I'm already tired thinking about it. Right? So there's burnout, there's no time freedom, and then we end up being slaves to our businesses. No, ma'am, no, sir. No. So this stuff, we have to figure it out. So we can't go about say, oh, nobody wants to work. No, people want to work. We have to find the people who want to work. We have to create the environment that will inspire, that will inspire them and give them the accountability to work, right? We have to train them. We there's so many things we can do. But 2026 is not a rollover and play dead year. It's just not. Distractions. Okay. So distractions, this is this is one of the most expensive bad habits that can happen in a business. In 2026, we're going to need to show up as the CEOs. Being distracted and doom scrolling when we're supposed to be doing high-level CEO activities, this is not a thing we're doing in 2026. Because I want you to think about it. When you think about a CEO, do they live, sleep in distractions? They don't. They don't. They make strategic decisions. They take strategic action. Right? That's you. That's who you are. You're a whole CEO. We don't have time to be distracted. The opportunity cost of the distraction is no strategic direction. That is like a ship with no bearings. It's just like wherever the winds take us, wherever the winds of 2026 take us, we go. No. No, no, no. We can't be. We can't be. We're going to be people who are focused. We're going to be people who know how to set goals. We're going to know how to be people who determine the right actions to take. And we're going to take them and we're going to stay the course even when storms show up because we know we can win. But we don't give in to distraction. It's too expensive. Okay? And the other thing it creates is burnouts. Why? Because when we're distracted, we're focusing on everything except the most important thing. So we're doing a ton of stuff and we're getting no results or little results. We can't do that. Not in 2026. 2026 has enough challenges that it requires us to show up a certain way. Okay? All right. Number five. So this is for my employed physicians who are entrepreneurs, who are also CEOs. If you are an employed physician, you work for U Incorporated. Don't get it twisted. You don't work for your boss. Okay? You work for U Incorporated and you give them eight hours of your time every day. That's it. What is the risk here? What is the problem here? What's the consequence here? Financial pressure. And man, there are lots of types of pressure, financial pressure. It's one of the least fun ones. Financial pressure, burnout, and at risk of a significant crisis. Do you know what it's like for a couple? And this has happened many times. Couple, two physicians both get laid off. Meanwhile, they have the doctor house, the doctor private school, the doctor cars, the doctor everything, and you go from that to nothing. We cannot be caught unawares. We have to be prepared. When we go out every day in our cars, we put on seatbelts. We don't put on seatbelts because we're like, you know what? Today's a great day to get into an accident. That's not what happens. We put on the seatbelts because should something happen, we want to be ready. Okay. So what I'm showing you today is should something happen, you'd be ready. And let me tell you what happens with a lot of my clients. They come and they say, they come into the group and they're like, oh, They decided not to renew my contract. Let me tell you what happens. And the rest of us are like, Yay! Now you can do what you really want to do. Because the people are ready. They know what to do. They know what to do. They've been trained. They know what to do. Doctor Guns out and said, My husband and I both lost our jobs in the height of the pandemic at the same time. Not fun at all. So she's giving the gifts of her story. Not fun at all. She's taking one for the team. Don't do it. Right? Okay. All right. So we've looked at the challenges that could present themselves. Okay. We looked at the consequences. Now, someone said no, but I want you to speak specifically about this insurance company. If you look in here, you'll find it. Right? All that stuff they're doing is all with small, small margins, smaller margins, and some of it, frankly, are distractions. Right? Some of them. Okay. All right. Moving along. Now, the bottom line is this it sets the stage for cash flow problems. It sets the stage for personal financial pressure. It sets the stage for no time freedom. These are things that are going to be common for many people in 2026. And I'm inviting you to choose to skip it. You want to skip the cash flow problems. You want to skip the personal financial pressure. You want to skip the no-time freedom. Just skip it. Like, yeah, don't want that. It's a buffet. I won't have that. Thank you very much. Not doing it. Okay. So in 2026, notice the word I use. We must choose another option. So if we're like what will be will be, then guess where we're going to find ourselves? Here. No, ma'am, no, sir. No, ma'am, no, sir. We don't want to do that. Okay. So we're going to choose to follow a different path, take a different option. Okay. All right. So the alternative could look like this. Okay. So I gave you all of that so you understand where I'm coming from. Okay. That's not to be your expectation, is for you to understand what is coming, what will be the norm for many people, and you get to choose. I invite you to choose the alternative. The alternative is in 2026. We can build profitable, thriving businesses that allow us to have massive impact because we're able to take care of a lot of people and all of that stuff. We have financial freedom, we have time freedom because we can choose, guys. We can choose. We've talked about 2008. We've talked about the pandemic. We talked about the great resignation. And people did this all through those times. So guess what? We can have this too. We have a choice. But it can be by default. We have a choice. Okay. All right. Now, let's talk the solution. Okay. Usually I would have started from here, but today I need your buy-in because the changes that are going to happen are going to happen a little too quickly. And we all need to be on the same page. Okay. So let's talk the solution. Okay. Now we're going to go, we're going to go again by those five issues. So invisibility, okay? I cannot be seen. Now, when we talk about revenue generation systems, the starting point of a revenue generation system is visibility. Okay. We have mastered many things. You have the capacity to master things because you listed one thing. But if I gave you a sheet and said you have to tell me 25 things, guess what you would put there? 25 things. So guess what you can master as well? You can master becoming visible. You can master showing up online. You can master showing up offline, building referral bases. Can you master building a dominant brand? Yes. Can you master speaking in such a way that the person looking for what you do, what you do is like, oh my goodness, where have you been? You can master it. Okay. So invisibility, we have to master visibility. It is a part of the revenue generation system. So can we master showing up profitably on social media? Yes. Can we master building referral bases? Yes. Can we master owning a room? Like you go to an event and there's networking and all of that. You're like, who are the players here I need to get in touch with? And you make contact and do all of that? Yes. Can you speak and dominate a stage? Yes. If this formally super shy, socially awkward introvert or introvert can do it, so can you. Never accept like, oh, I'm not the kind of person. What do you mean? That's like saying I'm not the kind of person who operates on people. Nobody is the kind of person. You become the person. You can master it. Okay? Okay. Moving along. Smaller margins. We have to master, right? Especially with the margins. We have to master building profitable teams and systems. So we have the refugee generation piece. We have to master building profitable teams. We have to master building profitable systems. We have to master these things. And we have mastered other things. We can master this too. So, oh, I don't know how to lead teams. I don't know where to find team members. I don't know how to hire. I don't know how to train them. I don't know how to hold them accountable. I don't know how to fire them. Hello, we can learn. Because with what is coming, we have to be able to build teams that serve and earn. So they amplify our capacity to serve. They amplify our capacity to serve, to earn. Poor performance teams. Okay. When people tell me, oh, this is what my team member did, and my team member did, and including me, when I'm like, oh my goodness, this team member, the starting point of fixing your team is fixing you. You guys said I can, I could, I can be myself, right? Is the leader first before the people? The leader hired the person underperforming. The leader onboarded the person underperforming. The leader sets the KPIs for the person underperforming. The leader set the evaluation strategies for this person. The leader kept them instead of firing them. At the end of the day, when we talk about poor performance teams, we fix that by mastering leadership. We fix it by mastering leadership. Can we master it? Yes. Y'all replace hearts, bring people back from the dead, right? Take tubes and cameras and put it down people's mouths and they're able to see all kinds of parts of their bodies. You do all kinds of stuff. So can we master leadership? We can. If we master leadership, what do we get? High performance teams. I want you to use your words in the comments. If you had in 2026 a high performance team, what will happen to your business? Pick a word. So is it worth it to master leadership? Yes. You can see in 2026 we are going to need to work, but it's not a hustle. We're going to gain mastery of the skills that will put us ahead. Okay, moving along. Distractions. Now, one of the things that we must master for 2026 is how to use our time. How do we recognize distractions and keep them off our calendars completely? How do we do that? Right? How do we do our calendars in such a way that we spend most of our time doing the high-level tasks and almost none of our time doing the tasks that don't matter? How do we spot a distraction 10 miles away and go like that? Is it that that right there is called a waste of time? I want you to imagine that, right? I want you to imagine spending 80% of your time doing the highest level things only you can do. Imagine what happens to your business. Okay? We cannot afford to be like when people like, oh yeah, you know, I just spent time Doom Scrolling, or you know, I just spent time doing Netflix bridge, or, or, because for some entrepreneurs that like Dr. When I don't do that, I work hard. Oh, I spent 10 hours redoing my website. Hello. This is not, this is a distraction. It's called a distraction. Is it your website? Yes. Is a website good for you? Yes. But the whole CEO spending 10 hours doing it, what is that called? It's a distraction. So we must master that. Master the use of time. Master the use of time. Right? Today I did a session with the Docs at Scale. Time mastery for eight-figure entrepreneurs. How do they do that? Because man, we can't we can't roll out wasting time. We don't have time. Okay. Dr. Kickin' says I'm calling us. I asked for permission. Okay. Number five. Okay. If you are here and you're employed, please hear me, hear me, hear me, hear me a gazillion times. You must master revenue generation. You might say, but I don't have a business. That's okay. But you must master revenue generation. That could look like negotiating for a raise. That could look like negotiating for a production bonus as an entrepreneur, because sometimes what people say is, I know what I'm worth, I'll just ask for what I'm worth. That's not the way it works in the business world. You show them the connection to the bottom line, and the answer will always, almost always be yes. And if they won't say yes, somebody will say yes. You must master like, how do I monetize my personal brand? It might be like, oh, I don't want to monetize my brand. Well, let me tell you, everybody is monetizing it for you. When someone asks you to come and speak at an event and they publish you as a speaker, they monetize your brand. When a recruiter reaches out to you and says, Oh, and if you're not looking forward this to your friends, what did they just do? They monetize your brand. Everybody's monetizing your brand. I highly recommend you do too. And you master revenue generation because you have no clue if you're going to start a business. You don't know. So you might as well get ready. So now, when people are saying, oh, 2026 this, 2026 that, you need to be saying, Oh, I need to master revenue generation, I need to master building profitable teams, I need to master leadership, I need to master time. These are the things I need to master. So rather than doom scrolling, and rather than getting bent out of shape, I am going to go for mastery. So the error say, oh, this is the way I am, this is all I know, all this stuff. No, that's over. We are going for mastery. So at the end of the day, all of these things point to one thing. We must become savvy entrepreneurs. At the end of the day, this is what it points to. So however we are now, this is amazing. And this was the us that brought us through 2025. We are amazed. We are grateful. Now, 2026 requires a different version of us, an upgraded version of us, a version of us savvy entrepreneurs. Okay. Okay. So we don't have time to play. We don't have time to roll over and play dead. We don't have time for any of that stuff. We have time to go after mastery. We have time to become savvy entrepreneurs. Okay. And so if we were to pretend that this was an invitation, the invitation is I am looking for a group of people who are choosing that they're going to become savvy entrepreneurs, which means they are choosing to develop mastery of the things we talked about. If that's an invitation, will you say yes? Because this is the way out. This is the way we stay in control. This is the way we fight. This is the way we move forward in spite of storms. This is the way we still have our goals come to pass, even though it was a challenging year. This is the way to thrive in a challenging year. We must become. So many yeses. This is awesome. So many yeses. Okay. All right. Moving along. So staying the same is way too expensive because it means less impact, less revenue, less time off, and a victim of whatever 2026 brings. No, ma'am, no, sir. I say no to that. Less impact, no fun, less revenue, more, no fun, less time off, more, more, more, no fun. And a victim, no, ma'am, no, sir. I will not be doing that. So if my option is stay the same, I have these three things, or become a savvy entrepreneur and have a thriving business that has a lot of impact and creates time and financial freedom for me. You best believe that I am choosing option two all day, every day, and twice on Sunday. I'm not accepting this option. Okay? And many people have already accepted past tense this option, but not us. Okay? All right. Now, I am going to show you how we are going to support you in this year that's coming. Right? Now, the way I do one thing is the way I do everything. So what you're going to see is with the podcast, we're going to lean heavily on these concepts. Okay. We have a book that I can't talk about yet, but that will be out in 2026, is going to lean heavily on this process. Okay. PPPM, if you notice, it is all about revenue generation. Right? How do you fill the schedule? How do you get paid for the work you do? How do you build profitable teams that help you serve and earn? If you are in PPPM, please hear me. There is nothing in there that is a joke, that is fluff, that is there to fill space and time. We don't do that. We are fully aware that we have 52 sessions in a year. And our job is to give you exactly what you need to thrive. So when I talk about what we're going to do to help, I'm going to continue from there. So I talked about the podcast, I talked about the book, I talked about the PPPM, which is a profitable private practice movement. And I'm going to talk about EBS Grow and EBS Scale so everybody can see. And those of you who are in EBS, I want you to show you to see so you understand how to leverage this even more. Okay? All right. So let's take a look. So this is EBS Grow all through 2026, because 2026, our job is mastery of the things that will make you thrive in 2026. Okay. So number one is physician CEO mastery. You might say, Dr. Una, you didn't mention that before before. But under that, you have goal setting. Under that, you have time management. Okay? You have time management. You even have storm management, but you have time management. And so when we start talking about your CEO calendar, when we start talking about your 90-day sprint workshop like we did yesterday, this is all for this part. Okay. And it puts you in this position where you are able to be laser focused, laser focused, like avoiding distractions, avoiding shiny objects, because you know your path is clear and you're on it and you're running to make the dreams a reality. Okay. All right. Second area, focus, dominant brand mastery. Please hear me when I say this. The goal is for us to build, and when I say dominant brand, let me be very clear. Okay. I don't mean a million followers. Now, you may get a million followers, and that's fine. So it doesn't mean not a million followers, but that's not the focus. The focus, because we are not content creators, we are entrepreneurs who use content, for instance, to grow our businesses. This is different. Okay. If I could choose 10,000 followers and 10 million in the bank, I would choose that over 10 million followers and $10,000 in the bank. If you got it, say I got it. Okay. So you might say, I don't want to dance on TikTok. Dancing is not required. Okay. A dominant brand is a brand that helps you cut through the noise and attract all the clients you want. And so if you had a thousand followers, 10,000 followers, a million followers, that's irrelevant. Okay? Now the brand, is it only social media? No, because I know some people are like, oh my goodness, like Dr. Una, social media, I don't want to do it. Don't worry, it's not only social media, but you have an offline brand, right? So your networking, your referrals, when you go to speak at events, when you attend events, what you do to build that reputation there, that's part of your brand. What you do on social media, that's part of your brand, right? And we can't keep running away from social media, guys, because we don't like the misinformation there, but we're not putting the information there. So if we don't like the misinformation, we got to put the information. Okay? But that's for a different day. I would do a podcast episode about that. Okay. So it talks about that. It talks about what who do you know? For instance, you can be anybody you want to be, but to the world, you're who Google says you are. Right? So we need to build that brand. Like, who does Google say you are? Because to the world, that's who they think you are. So you can either allow that happen by accident or you could engineer who Google says you are. Do you see that? So dominant brand, okay? Then the revenue generational framework, we are gonna run reps around that thing. Like, how do I master this like an ACLS algorithm, like a PALS algorithm, like running codes? How do I do that? Right? The profitable team leadership mastery. Again, these are things we must gain mastery of. We must gain mastery of them. Okay. So these four things, so one through four, you will see us talk about this, work through this some kind of way all through the year. And so you may say, okay, my EBS people, you may say, Oh, Dr. Una has talked about this before. I am telling you now that we are going to run reps because it's not about have I heard it before? It's not about do I know it? It's not about can I recite it? It's about, um have I gained mastery? Am I doing it? Am I doing it in such a way that's creating the results? So everything, the Wednesday sessions, the the books we're gonna read, the challenges you're going to do, the events, everything is gonna be geared through this. Okay. The fifth thing is the framework, the seven-figure framework, is a framework that puts these things together in such a way that you have the technology. When I say technology, I mean the framework, the blueprint to create a seven, and when I say seven figures, if it's good for seven figures, what that means, if you tone it down a bit, you're talking six figures, multiple, six figures. If you ramp it up, you're talking multiple, seven figures, eight figures. So seven figures is just like the median, what's in the middle. But question for you. If you understood how to create seven figures, the same way you understand how to run a code when somebody crashes, what will that do to your business? If you understood that the same way you know how, like a code, you're like, I know what to do. If this happens, do this. If that happens, do this. When this happens, do this. If this doesn't happen, do this. If you knew how to run a seven-figure framework in your business, you had mastery of that in that same way. What will happen? How much harder will it be for you to get distracted? Very hard because you know what needs to be happening per time. Right? We're able to create revenue. Yes. So we are gonna talk about it and talk about it and do it and do it. It's gonna come up a lot. It's gonna be like, oh my goodness, Dr. Wun is still talking about this and talking about this. I'm telling you ahead of time, we're gonna talk about this because we want you to have mastery. How many times did you have to learn the ACLS thing before you had it down pack? A number of times. How many times did you have to run codes for you to be able to do it in your sleep? A number of times. That's the same thing we're gonna do with this, okay? 2026 will require that you're engaged, you're all in. 2026 will require that you're all in. You don't show up sometimes and not, yeah. Then sometimes you do the work and sometimes you don't. And you're trying to see about it and all of that kind of stuff. You gotta be all in. When the chips are down, when challenges show up, if you're gonna overcome them, it the requirements is you're all in. I can promise you, entree MD will be engaged from the beginning of the year to the end of the year for you. But you see, you have to be engaged. So who's gonna be engaged? Who's gonna be all in? All in. What will be will be, will not fly in 2026. We got real challenges coming. Okay? Okay, so how do you stay engaged and win? Okay, we have Wednesday, we have calls every Wednesday. Okay, I call them our seven-finger mentorship calls. You have questions, raise your hand. You're confused about something, raise your hand. Once a month, we do our RevCon, right? And we're talking about revenue and what's getting in the way and all that. Raise your hand. When other people are being coached, pay attention, learn the lesson, be in. Don't try to do seven things like I'm making dinner, watching the babies, and doing the call. Now, if you have to do that, that's okay. But if you don't, all in. Okay. Build alongside elite peers inside the Arn Trip Business School Commonwealth. You have peers who've been there, done that, people who've crossed six figures, multiple six figures, seven figures, multiple seven figures, people who've had a one million dollar month, a one million dollar launch. Like all these people are your classmates. Build alongside them, take leverage the community. You guys, yesterday, I was talking about like leverage, you're there to give and take. Do both. Okay. We have in-person events. We have one coming up March of 2020, 2026. Um, the business makeover mastermind. You can attend them, you're not getting married that day. That's where we go to accelerate. Six months worth of progress in a few days. We're gonna have books every month, we're gonna have challenges for you to run every month. The purpose of every challenge is not to have this fun thing to do in EBS so we look like we're busy. The purpose of the challenge is for you to be able to gain mastery. And here we're gonna start doing quarter quarterly metrics because we want to know exactly what is going on so that we can support you, we can see the trends, and we can fix it because we want to see you win. Okay, so when it's time to turn in metrics, turn in your metrics. Okay, all right. Now, for those of you in scale, so on MD business school scale is a tier of the entre MD business school for people who are at or dangerously close to a million in revenue and they still want hypergrowth and they want to build businesses they can exit from. Okay. Now it's gonna be similar-ish, but a little different. So physician CEO mastery, yes, but we're talking mastery for the eight-figure entrepreneur, okay? Because that's where you're going to. Second, dominant brand, but eight-figure brand authority mastery. Okay. So it's a version of it. Number three, profit optimization mastery, because at this point you've sorted out the revenue thing. You have that downpack. Now, how do we expand the profit for the same revenue? Okay. Now, those of you in scale, you'll see that these are things that we've been doing. Okay. Then mastering, building a team-led company where you can take off for a month, you can take off for two months, you can take off for three months, your company is running. Something happens in your life, you need to disappear for a few weeks. Your company can run it because you are building the team that can run the company. Okay. And the fifth area of mastery, which you guys know we talk about, is the retirement framework mastery. Like, how do I, there are five stages. How do I walk through the five stages of retirement? So I'm building a company I can walk away from. If you want, I'm not saying you have to walk away, but if you don't build it in such a way, if you do want to walk away, you cannot. Okay? You cannot. I know many people who've tried to sell their practices, could not, and they just let it go. They just shut it down. We don't want to build something where after all that blood, sweat, and tears, we just walk away. No, ma'am, no, sir. We're not doing that. Okay. Okay. So what you will see is these five areas. We are focused on this because again, if these five things are happening in your business, 2026 and the challenges will be nothing more than a distraction because you have what it takes to bulldoze through storms and challenges to still win. Okay. Okay. All right. Now, so my skill people, how do we stay engaged? We have our eight-figure mentorship calls. We had one today. You get coached on there, you ask your questions, which I applaud everyone in the skill community because they are so they're rock stars, right? You build along elite peers inside inside the EBS skill community. Okay. So you have your own community, you're building that. You accelerate at in-person events. You guys know that. And we have the quarterly team training, right? So you're second in command because if you're trained and you're second, if you're up here and your second in command is all the way down here, it's hard to be the team-led company, right? And so we have those quarterly team meetings so we can bring them up to speed. And then again, monthly metrics, monthly metrics. Why are we doing this? We want to catch things that we need to shift in January, in January. Want to catch things we need to shift in February and February. Okay? Like you could be excited about 2026. I'm excited about 2026, not because there won't be challenges. There can be challenges that need to be, but I'm gonna win. There are words we hear, and we hear it, and we're like, yeah, yeah, I'm that. And sometimes I like to go to the dictionary. Commitment. Pay attention. The state or quality of being dedicated to a cause or an activity, okay? Or in this case, to your thriving. So it is the state or quality of being dedicated to your thriving. Who here is committed to their thriving in 2026? I'm gonna tell you what is required. Well, who's committed means you are dedicated to it? You are dedicated to it. Okay, if someone comes around you and they follow you around for a day, they will know this person is dedicated. They are committed to winning. Right? Okay, so it doesn't. This is not wishing. Okay, people who wish in 2026 are gonna be rudely shocked. This is not wishing. This is I'm all in. I'm dedicated, I'm committed. Okay, what is required of you? Number one, you cannot deny number one, you must recognize it will be challenging, okay? You must recognize, but you decide you win. You can't win if there was no challenge. Do you see what I'm saying? Like winners are people who overcome challenges. Okay, champions are people who overcome challenges, conquerors are people who overcome challenges, right? So recognize it will be challenging. This is not a problem. So we're not gonna get bent out of shape when the challenges show up. We'll be like, oh, yeah, we talked about yeah, the strategies have it. Yeah, that's okay. Number one. Number two, committed to becoming the entrepreneur who thrives in challenging times, which means staying the same is not an option. Which means deciding I won't be visible, I don't believe in marketing. This is not an option. Deciding that I'm not going to acquire the skills I need to acquire to win, this is not an option. I am committed to acquiring the skills required for me to thrive. Period, end of story. And then number three is using the support you have. So hear me. If you're in P if you're in PPBM, you're in EBS, you're an EBS scale, hear me. You have unbelievable support, but you still gotta use it. If I take your check for a million dollars and I keep it in my room, that check does nothing for me. I gotta use it. I gotta go cash it to get the cash. So I need to use the support to get the support. I'm gonna become the entrepreneur. This is the work. I will become the entrepreneur who thrives in challenging times. I'll use the support I have. Okay. Okay. Now, some of you have been dating us for a very long time, you know, like we like this one day, one day I'm gonna work with Dr. Una and all that. Listen, we don't run this business to run a business just for fun to pay the bills. Okay. We already have a business that does that. We run this because we need to help doctors thrive. And if you think about it in 2026 and you're like, you know what, I need a partner so that I can become the person I need to become to thrive, then book a call with Makita. See how nice she is? She's a nice guy. She's she's she loves physicians, she's a physician ally, she will support you, she will help you make the best decision on trimd.com forward slash call. Whether that's am I doing EBS Grow, am I doing EBS scale, what is the best thing for me? You can book a call on her calendar. She will take care of you. Okay. If you're like Dr. Una, I already got this, I don't need that, that's okay. So this is not for you. But if you are here and you know I don't know what I don't know, and I know the things I need to gain mastery of, but I don't know how to gain mastery of them, and I need support, then book a call with her. Okay. And the reason why I'm saying this is, I mean, like, first of all, we do need to change. Okay? We do need to change. And that is what the business school is all about helping you gain the mastery so you can become the person who creates these results. Second of all, I'm not an accountant or anything, but you know, y'all about to pay a lot of taxes and stuff like that. You might as well invest in yourself instead of Uncle Sam. But I didn't say that. Okay? Okay. The most important thing I want you to walk away from here with is you can thrive in 2026. Please do not subscribe to what everybody's subscribing to. Don't not say what everybody's saying. Do not expect what everybody's expecting. Expect to thrive, expect to win.