Never Forget: We Do Impossible Things Everyday

PUTTING TOGETHER THIS issue had me thinking a lot about things that seem impossible. Often it feels like coming up with new ways to cover the eyecare industry seems impossible … And yet every issue we manage to do it. Heck, sometimes the idea of just getting out of bed feels impossible, but each one of us does that every day too.

We’re all faced with small impossibilities every single day and we rarely think about overcoming them, we just do it. We would all do well to remember that when faced with larger goals and challenges. As I’ve said before, we can do hard things and this month’s Big Story is dedicated to six ECPs who did exactly that. If there is something you’re hoping to accomplish but are doubting yourself, give their stories a read (starting on page 42) and feel inspired.

Things only seem impossible until we’ve done them. The key is to stay focused and not lose sight of your goal. For a great reminder on why it’s important check out John Marvin’s column on page 68.

One way you may be able to remain focused on your goal is by stealing back your mini-moments — that time between tasks, appointments or responsibilities — where you may otherwise bury your head in your phone. I know I am often guilty of this. For more musings on that turn to page 59.

For me, this issue turned into a reminder that we should celebrate each little win, each magic moment, each possibility … For they are the things that get us through the impossible times.

Best wishes for your business,

Five Smart Tips From This Issue

What are the three areas of your biz you want customers to experience? (Manager’s To Do, page 18)
Fall is around the corner; it’s time to lean hard into the cozy vibes. (Eye Pro Gear, page 38)
Fall also means a new influx of frames from all your favorite vendors. We’ve rounded up some standouts for your delight. (Special Feature, page 50)
Are you using geofencing to target new clients? It may just be the marketing initiative you’re missing. (Columns, page 64)
As much as you might like it to, Instagram isn’t going anywhere. If you need some optical inspo of accounts to follow look no further. (Benchmarks, page 70)

Deirdre Carroll

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.