My thirty day transformation with Dr. Joanna Cranston

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Hi, docs.

Welcome to the Entre MD 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. Una.

Well, hello. Hello, everybody. Welcome back to another episode of the On Trendy podcast. I'm super excited.

Today.

I have one of the fabulous doctors from the On Trendy Business School, Dr. Joanna Cranston here, and she is a surgeon and she's an entrepreneur, and we are going to be talking about her business, what's happened recently. And the beautiful thing about this is she's going to be taking us behind the scenes. So you're going to learn so many lessons from this that you can apply whether you're starting out in business or you're looking to scale your business. Because we know fear shows up at both times. Right? So just lean in. This is going to be really, really good. So welcome to the show, Doc.

Thank you. I'm really excited to be here.

I'm excited you are here. All right, so now people are going to want to know all the things, Right? So you're a surgeon and then you set up a business. And I want to start off by asking, what is it that you want to see your business do? Right. Because I'm thinking surgeons are very busy. They don't have time to think about other things.

Yeah, well, I think, I mean, the reason that I'm so passionate about doing what I do is because I in my business is because I've seen the effect that it had in my life. So in some of the hardest times that I had to go through in my life, what I started doing was writing down reminders for my future self, my future stressed self that might not remember the things that I knew to be true. And so I've always been a very creative person. So when I, for those that don't know, my business is like a hand lettering based art business. And so I make hand lettering art. And so when I realized hand lettering is kind of like calligraphy, only a little bit of a looser form, you don't have to like follow this perfect script. But so when I found out that was a thing, I was like, oh, I can combine my creativity with reminding myself of these things. And so I would write down scripture verses, I would write down song lyrics, things that I just wanted to be in the forefront of my mind so that when I got to times of stress, when this all started, I was in a very stressful job, I was in stressful situations in my personal life. And I just wanted, when I got in those hard places to remind myself of these truths. And I realized as I progressed on my journey that this actually was making a huge difference because I would see this little thing I had taped up in my closet and be like, oh yeah, I wrote that down when I was thinking clearly. And I'm going to focus on that now. And so I just saw how, how much of an effect that had in my life. And I think the other part of my journey was just accepting and embracing the fact that creativity is a gift. It's not just a little like side hobby for me. It's part of who I am and it's something that I can share with other people. And so once I fully accepted that, I'm like, you know what, I want to share this huge benefit that I realized I can give to myself by just creating these reminders, these words of hope. And I want to share that with the world. So that's kind of where I started.

Well, I didn't know that. Okay, so hang on because this is a very cool concept. So this is you saying my future self is going to get to a place where she's going to be really stressed out. So now that I'm thinking clearly, I'm going to write all these things out so that when she gets to that place, she'll have the tools that she needs to manage the stress? Is that what you did?

Yeah.

That is phenomenal.

I mean, slowly, over time, and I don't think I even realized completely what I was doing, but I would realize, like, hey, when the stress gets that bad, you're not going to just automatically think of, you know, like, these truths that. These things that you believe that you know to be true, but they don't just automatically come to mind. So how about you put them in a place where you're going to see them so that that becomes the default thing that you focus on.

Wow, that's amazing. All right, so what's your favorite one? I'm sure it's hard to pick. They're all your babies. But give me one.

Honestly, it's, you know, like, I'll read a quote or a verse or something. I have. I keep a note on my phone continually of, like, things that I need to letter. But the one that kind of brought me through the original real hard time, I have it sitting right here. So it's just the words from a song. Your promise still stands. Great is your faithfulness. I'm still in your hands. This is my confidence. You've never failed me yet.

That is so good. Yeah, that is so good. Okay, so this is an experience you went through, and this is how you handle the experience. And then you realize, well, this creativity that I have is not just a thing. It's not just a side hustle or side gig. This is a gift. And you decided, I'm going to share my gift with the world. So that's kind of how this happened. This is. This is so good. All right, so now where were you with your business before you joined the on trendy business school?

So here's the thing. I probably never would have stepped out and decided to launch this business if a number of things hadn't kind of come together at the same time. So I had an obligation to the army that I was just at the end of paying back. And so I was at this point in my career where it was like, I'm going to be making a change of some sort at this point. Now I'm a single mom of three. I'm realizing that, unfortunately, even though I feel like I should love my job, I should love what I'm doing every day, and I do love operating. I do love helping patients. What I was actually doing on a daily basis was draining me. And I think a lot of it was that I didn't have very much autonomy. I didn't have very much control over my own time. So it Was like, that's kind of going on. I'm realizing that creativity is like an integral part of who I am. And I heard it described once as like, it's a gift, but if you squash it, it becomes a burden. And like that was so true for me because if you try to pretend that that gift is not there, suddenly it's not a gift anymore. It's like this thing that's eating away at you. So I knew a change was coming. I was beginning to surrender to the fact that I am more creative than what my job is allowing me to do right now. And so then eventually I just started to allow myself to dream. Like, what could I do? Like, I don't belong to the army anymore. I have a choice in this. I need to kind of take my whole life into consideration. Not just what I thought my career would look like at one point, but really what's best for me and my family right now. And so that's what I did. And around that time is when I heard about the Andre MD Business school. And like all these other people who are thinking outside the box, who are not just saying, yeah, I spent all this, all these years in training to be a doctor and I guess that's what I have to do the rest of my career, you know, like. But that was a huge mental hurdle for me actually, because, I mean you do, you spend so long training for this thing. But I think just seeing so many other people have that open mindedness that like those years of training are not wasted. But there's more than one way to help people and it may not be the way you initially thought it would.

Wow, okay. And I think that's a lot of what doctors have to deal with. Right? Like there are many people who have a hard time taking any step because it's like, well, I work so hard to be here, so I have to be here. And you know, we're not on a crusade to say everybody go not work or anything like that. You know, that's not what we're trying to say. But be open minded and the landscape has changed. We kind of have to be open minded. So that's so cool. So now it's been 30 days at this point. So what are some of the things that have happened? What are some of the wins that you've had? What's going on with your business at this point?

Yeah, so right now my business is comprised of a website where I have a blog and then my Etsy shop where I actually sell my art is the big thing. I'm on Facebook and Instagram, but that's just kind of to get myself out there. So I had. When I joined the entremity business school, I was just about to launch my Etsy shop, so that happened. I have reached out to different places to be on podcasts, to write guest blog posts and that type of thing. And then the big thing is just our first challenge in the business school is this speaking challenge. So writing your signature talk. And the funny thing is, like, I have known that I have a story to tell, but it's almost like I needed someone to give me permission or to say, like, you need to get out there and tell your story. And so I'm still working on my signature talk. I don't have it 100% done, but I know that that's going to be a big piece in sharing my story and, you know, really getting the word out about my business, because my story really is my business, you know, that's how it all came about. And so I think just having the knowledge that speaking is one of the biggest ways to get the word out. And then again, having that confidence that comes from seeing so many other people doing the same thing just to, like, go out there and look for places that you can speak and be. Own your business, own your story, and get out there and be proud of it.

That is so good. And I'll tell you something, my signature talk is not 100% either. So you're in good company. We're all hanging out together. I think that's when it comes to speaking, it's more, am I getting better? I don't think we ever get to 100%. You know, am I getting better? And you bring up a really good point, which is the story, because it's the story that makes our businesses so valuable. I got to speak to Kara golden, and she is. You may have heard me talk about this in the business school, but she's the founder of Hint Water. So that's the unsweetened flavored water. And her company does 150 million in revenue a year at this point. And, you know, she. She told me, she said, in the beginning, I didn't have marketing dollars. Like, for the first decade, I didn't have marketing dollars. What sold the brand was the story, right? And she told her story about how, you know, she was doing all the things and she couldn't lose weight and she was feeling bad and all that stuff, and it's because of what she was drinking, and she couldn't bring herself to drink Water. So she kind of made this water. And then she lost all the weight, and everybody was like, oh, my gosh, you look amazing. And. And then she was like, okay, let's. Let's do it for other people. And it was that story that sold the brand and opened up other things. You know, she has. She has a podcast. She's paid, you know, very well as a keynote and all of that stuff. And I suspect for your business, the biggest part of your business will come from your story. That is so good.

That.

That is so good. Now there's somebody out there because, you know, you could have said, well, it's just hand lettering. I mean, like, it's not a big deal, right? You could have said that and not started. You could have said, there's nothing unique about my story and not started. And there's somebody out there who's holding back because maybe they don't think their idea is valid or they don't think that it's unique enough, and they don't think it's a thing. What would you tell them? You're 30 days in, but you have a lot to tell them.

Just to be completely honest. Like, I still have that voice in my head saying that frequently. Right? So. But I think the important thing is to know that that voice is not a reason not to do it. Right.

Like, that's so good.

You said so many times, like, do it scared, you know, like, that fear is a sign that you're at the edge of your comfort zone. That's not a bad thing. Right? So. And just knowing that anytime you try to do something new, it's going to feel wrong in some ways because all the alarm bells are going off that, like, oh, you've never done this before. What makes you think you can do this? But again, hearing from so many other people that that's part of the process and just working through it, just doing it anyway.

I wish we could yell that piece. So we don't wait for the voice to go away. We don't wait for the doubt and the fear to go away. We don't. We just go in spite of it. We don't see it as. We no longer interpret it as a reason to stop. And that is so good. Is there anything you've done to help you own your story? I'm just curious if you've done some hand lettering for that, too.

I don't know. Well, yeah. I mean, I. So, yeah, I have done several things, like one that says, never dim your light. I want to do one that says, Your voice matters. Because honestly, most of the things I letter are like little notes to myself still that I'm sure someone else needs to hear. But, like, something I'll hear a phrase or a quote or something, and I'll be like, yes, that's what my mind needs to focus on when I come against these doubts, when I'm, like, questioning everything, like. And so, yeah, I mean, I do have one that says, never dim your light. And I think that's. That's an important thing for me to remind myself just because we are all unique. And so it's easy for me to say, like, that uniqueness is a sign that I'm a little weird or like that nobody else is going to get it or whatever. But really, like, that's. That's the light that I have that somebody else probably needs. So, yeah, I need to remind myself of that to actually shine that light.

I love it. Yeah, you need to make those pieces. One of them. One of them is my house, by the way. So, yeah, you need to. You need to make those. And I love. Your business is like mine in the sense that I am my client. Right. And you're your client. Right? You. You make this for. For you. And then there are other people like you that just need it. So that's. That's so amazing. So, so, so amazing. Now where can people find you? Where can they find your store? Where. Where can they find your blog and all of that.

Yeah, so the. The best place to go is Words of Hope Designs dot com. And then there's a link to the blog, there's a link to the shop, which is the Etsy shop, but it's all. It's all on there.

Love it. All right, people, so go find it and go follow her and go order some stuff for your future self. Okay? Order some stuff for your future self. So I want you to take what you got out of this episode. I mean, there's a lot of gems dropped here. Whether you're starting or scaling a business, how to deal with the voice in your head, how to set yourself up. So before you get to the stressor, you've empowered the stressed version of yourself with what he or she would need at that time is just really so good. And I want you to share this episode with another doctor. And the reason for that is that we're at a time where it's just a. It's a bad place for physicians. Right. But we can still put ourselves in the driver's seat. We don't have. We don't have to play victims. We can take control, we can take charge, and we can build careers that we actually love. All right? But it all starts from starting, right? Starting or scaling, whichever one you're doing. So I want you to share this episode with another doctor in your life, and you're like, you absolutely have to listen to this. Okay. And Dr. Joanna, thank you so much for coming on here and thank you for being vulnerable and for sharing your story and for sharing, you know, what's working and all of that, because it's so helpful for people to get a behind the scenes look. It just is. Thank you so much for coming.

Thank you.

All right, people, so I will see you on the very next episode of the OnTraMD podcast.

Hey, if you love listening to the EnTreMD podcast, I want to invite you to join OnTraMD on demand. It is my signature subscription program that gives you access to a library of business courses designed to help you do one thing as a physician entrepreneur, and that is to thrive. Just head out to entreandy.com forward/ondemand and I love to have you join us.

See you on the inside.