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Editor's Note

Finding Moments of Sweetness Where You Can

After all a spoonful of sugar helps the medicine go down.

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WHEN I WAS a child we cleaned out the NYC apartment of my great grandmother after she passed away. It was this elegant little jewel on the Upper East Side packed with treasures. My suburban-living mind thought it was so glamorous. But I also remember, as we pulled books from cases and canisters out of cabinets, finding hundreds of hidden packets of sugar.

My parents explained that Gram Clem had been a young woman during World War II when sugar was rationed, and had developed the habit of stashing it away. Of course, my little-girl-raised-in-’80s-excess brain couldn’t grasp the concept of doing without something so basic or why 40 years later she was still hiding it … But I understand better now.

It may look different, and the enemy is definitely much harder to fight, but we’ve all been at war for the better part of the last two years. We’ve had to make sacrifices and do without and it’s no doubt left a similarly indelible trauma on our psyches that loved ones generations from now will not quite understand.

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Every time a mask mandate is reinstated, a new infection or death record announced, or a major event canceled, I think of those sugar packets and wonder what my figurative sugar will be when I’m a little old lady.

Whatever it may be, when I am a little old lady, I hope I find an ECP who treats me with the same empathy and understanding the ECPs we spoke to for Older & Wiser (Special Feature, p. 38) show their elderly patients.

And though that story talks about how today’s seniors may not prefer digital communication, the fact remains, as a society we are web dependent and a good business website is a must. If you’re looking for ideas to give yours an update, head to p. 30 for all you need to know in our Big Story: Build The Perfect Website. If done right it’s an investment that pays you back in increased traffic and passive income … After all, a spoonful of sugar does help the medicine go down.

Best wishes for your business,

Finding Moments of Sweetness Where You Can

Finding Moments of Sweetness Where You Can

Finding Moments of Sweetness Where You Can

Five Smart Tips From This Issue

  1. Small Business Saturday isn’t the only day dedicated to independent business; get ready to celebrate in Q1 too. (Calendar, page 22)
  2. Start giving yourself a 60 second performance review at the end of every day. (Tip Sheet, page 44)
  3. Could this test be the next thing that becomes standard of care? (Best of the Best, page 46)
  4. Ever hyped a sale by saying you’re selling at “wholesale” or “direct from manufacturer” prices? You may need to check the laws in your state. (Ask INVISION, page 49)
  5. Looking for an easy way to boost business, community engagement and social media traffic? It’s an oldie but a goodie and, when done right, a great marketing tool. (Benchmarks, page 52)

Having built a career in service journalism, Dee has been covering the eyecare industry for over a decade. As editor-in-chief of INVISION Magazine, she is passionate about telling independent ECPs stories and can be reached directly at dee@invisionmag.com.

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