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Editor's Note

If We Waited Until We’re Ready, We’d Never Get Anything Done

Life rarely waits to let you catch up, so just jump on in and figure things out.




LIFE RARELY WAITS to let you catch up. It is constantly throwing hurdles and challenges and opportunities at us and if we waited until we’re ready to tackle them, we’d never do anything. Most of the time you just have to jump in with two feet and trust you’ll fi gure it out as you go. If you’re lucky, there will be people and resources along the way to help guide you.

On that note, it may seem early to already be talking about planning for the end of the year but the holidays will be here sooner than you think… Just head to Target and check out the Christmas decorations that seem to arrive earlier and earlier each year.

If you’re looking for a little guidance on how to set yourself up for your most successful holiday season yet, or if you’re looking for a new idea or two to add to your established repertoire, check out our Big Story on page 38. We’ve even included a tear-out check list — or use the QR code to download the digital version! — to make it as foolproof as possible.


That checklist has me wondering if you use checklists anywhere else in your business to maintain a consistent patient or customer experience? If you haven’t standardized your processes, now is the time to do it. John Marvin explains the importance of setting up S.O.P.s (Standard Operating Procedures) for your business on page 55.

You’re never going to be ready for everything life throws at you but you can certainly set yourself up for greater success with advance planning and procedures… Luckily, that’s exactly what we’re here for!

Best wishes for your business,

Power Yogaing My Way to Metamorphosis

Power Yogaing My Way to Metamorphosis

Power Yogaing My Way to Metamorphosis

Five Smart Tips From This Issue

  1. Are you using social media tagging correctly? Or effectively? (Monthly Project, page 26)
  2. Gifting season is almost upon us. Start getting inspired! (Eye Pro Gear, page 37)
  3. Eyewear is irrevocably tied to fashion. Drive that fact home with a collaborative fashion show. This Florida owner/optician can show you how. (Best of the Best, page 52)
  4. Looking for ways to build your online presence? We’ve got 10 things you can do every week. (Columns, page 56)
  5. Often simple is better. Take a page from this practice’s brand book and don’t overcomplicate it. (Brand Portfolio, page 58)

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


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