Why I'm Changing My COmpany Name

​My goal is to help doctors create the personal, professional and financial goals that attracted them to a career in medicine. My "secret sauce" is offering a bridge between the world of business and the world of medicine.

I saw that many of my doctor clients interested in entrepreneurship needed help with their finances.

Since that is not my core expertise, I created another business a decade ago helping financial advisors understand, engage and serve a targeted group of clients--doctors. I named my company Targeting Doctors.

Like all decisions, this name choice had unintended consequences. The words "targeting doctors" can be seen though a sinister lens. No doctor wants to be targeted!

Years ago I considered renaming the business. However, I regularly create content, so Google knew Targeting Doctors. Youtube knew Targeting Doctors. It seemed that the cost of making the change was high.

So why make a change now?

It has to do with the balance between cost and benefit, the power of words and my commitment to meeting the moment.

Words have the ability to build bridges —or walls. I want to be a bridge-builder.
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Are there things that used to work for you that might not be working so well any more? Is it time for YOU to make a big or small change?