BUT WHAT IF YOU do what you dream? The 10 eyecare businesses included in this year’s class of America’s Finest Optical Retailer honorees all had big dreams … And they all arguably love what they do … But that doesn’t mean that they don’t WORK.
It was only through seriously hard work. Total and absolute focus. A pathological commitment to achieving their dreams. That led to not only the opening and success of their businesses, but to it being honored as one of 2025’s America’s Finest. (You can read more about them on starting on page 32.)
Quite frankly, I am in awe of them. That sort of clarity of purpose and path? The single-minded determination that must result from pursuing something you’re truly passionate about? I am absolutely green with envy.
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I chose my career because … it if I had to work every day to survive than it seemed like the least soul crushing thing to have to do. But like James Baldwin, “I have no dream job, I do not dream of labor” and I never have. I dream of delicious meals, laughing with my loved ones, and nights so perfect you never want them to end … Not my job.
(And yes, I do recognize the folly of admitting that in the pages of the magazine which actively employs me but just because I never dreamed of working hard doesn’t mean I don’t.)
Nonetheless, there are many things I do enjoy about my job. One of them is how often I get to tell the stories of people who truly love what they do. Not only does this issues America’s Finest fit that bill, but so do our Best of the Best (page 45) and Brand Portfolio (page 50) businesses.
Please join me in congratulating all the optical businesses featured in this, and every, issue of INVISION Magazine without them the industry would suffer we, for one, wouldn’t even be here.
Best wishes for your business,
Five Smart Tips From This Issue
- First came Summerween and now we’re already talking about your holiday email schedule… (Managers To Do, page 22)
- If your optical is starting to look like a Shenanigans, then check out these Office Space designers that will better help you express yourself. (Better Vision, page 28)
- What if it’s NOT the early bird that gets the worm? (Tip Sheet, page 44)
- The DIY and locally sourced branding of this Canadian boutique can go toe-to-toe with anything a sleek branding agency could have come up with. (Brand Portfolio, page 50)
- Chris Wheaton quite literally passed the baton to this year’s winner. Talk about going out with style. (Sanity Files, page 58)
