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Editor's Note

Some Things Are Just Meant to Be

Even when they didn’t work out as planned.

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INVISION editor-in-chief Dee Carroll has loved eyewear since she was young. She’s seen here with her father in Washington DC in 1984.

I DON’T KNOW HOW YOU all got started in the optical industry but I sort of fell into it. Looking back though, I wonder if it was supposed to happen.

I was always a creative kid but I grew up thinking adults got jobs like teacher, lawyer or businessman (not that I knew what businessmen did). So, I decided to be a doctor at 11. I excelled at science and became a candy striper at my local hospital in high school. I vetted the colleges I applied to for their biology and pre-med programs and went to the one with the best reputation that gave me the most money…. And then my first semester, I failed calculus.

It wasn’t just because I hated math; but also, because it was at 8 a.m. twice a week. That first semester I was a little too “Woo Hoo College!” to drag myself to something as boring as calculus that early with enough regularity to have a passing chance. After that semester, I figured if you needed calculus to be a doctor, maybe I shouldn’t be a doctor.

I switched majors, hustled, and managed to graduate in four years despite that extremely lackluster semester. But as graduation approached, I was adrift. I didn’t want to be a businessperson or go to grad school — the only real options, I thought, for a girl with an average GPA and a B.A. from a liberal arts college. After a little research, I decided to move to NYC, go to fashion school, and get another degree in retail buying. I loved to shop and getting a job shopping for stores and not just myself sounded like heaven.

It turns out retail buyer is just a sexy name for businessperson. Most never leave their office and use spreadsheets to analyze what sold well last season just to buy it again in different colors. Yawn.

But fashion school did introduce me to a job I had never considered … fashion editor. I started working in magazines before I even graduated and the rest, as they say, is history.

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Today, I get to blend my interest in medicine, my passion for fashion, and my love of magazines to help you guys be better businesspeople. See? Meant to be.

Beginnings are funny like that. Unlike the ECP businesses we highlight in our Big Story on page 40, the start of my career wasn’t as deliberate as intended, but for all of us it happened exactly the way it needed to. And looking back, could it really have been any other way?

Best wishes for your business,

Dee Carroll

EDITOR-IN-CHIEF

dee@invisionmag.com

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Five Smart Tips From This Issue

1. Think graphic designers are overrated? Are you more DIY? Then these three apps are right up your alley. (Monthly Project, page 22)
2. Do we have a book for you. Imagine Stephen Hawking’s A Brief History of Time … but for eyes. (EyeProGear, page 36)
3. Are fancy certifications or expensive equipment needed to bring in more kids? Well, that depends. (Special Feature, page 52)
4. Proceed like exceptions are the rule and never be surprised again. (Intelligence Cover, page 55)
5. Looking for ways to boost your memory, comprehension or retention? Grab a tennis ball. (Tip Sheet, page 57)

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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Editor's Note

The “Year of Vision” Has 366 Days

So how are you going to make the most of your extra 24 hours?

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DO YOU EVER FEEL like there just isn’t enough time in the day? Or days in the week? Or weeks in the year? … Those are rhetorical questions. I know we all feel that way… on a regular basis.

We all also know a common year has 365 days. But this year, a leap year, the “year of vision” no less, we get 366 days! How cool is that? This year we literally have an extra day to get our sh*t done.

So it’s pretty appropriate that this issue’s Big Story is about doing just that. On page 34, we give you 22 ways to stop thinking and start doing in Act Now! My personal favorite, and one I plan on implementing, is #12: Don’t substitute talk for action. There are always immediate deadlines in publishing and sometimes the larger, long-term projects suffer because of them. But the “No Zero Days” concept is approachable enough that I can apply it immediately and chip away at those big tasks little by little, without letting the more pressing ones suffer.

However, if a whole extra day just doesn’t seem like enough, our Special Feature on page 42 is all about how you can steal a few minutes back out of every day. I am a big proponent of a daily to-do list — which I priority plan for the whole week on Sunday — in a Word doc so I can have the visceral joy of crossing things off (thank you strikethrough!) and the practical ability to move things that don’t get done to later in the week (hello, cut and paste!) It’s really all about finding a system that works for you and if you don’t have one yet, this story should really help.

And hey, if what you really need is to take that bonus day and do abso-freaking-lutely nothing, then do it! Rest is a valid form of self-care and if you’re not at your best, how is your business supposed to be?

So how are you going to make the most of your extra day?

Five Smart Tips From This Issue

1. Want more good news? Then here is the perfect Instagram follow for you. (Eye Spy, page 12)
2. Video is huge… but many are scared of it. We’ve got some easy tips to get you started. (Monthly Project, page 16)
3. Keep your staff happy and healthy. Implement a Wellness Reimbursement Program. (Best of the Best, page 48)
4. Just cause you’re the boss doesn’t mean you’re always right. Let a staff member win once a day. (Tip Sheet, page 50)
5. Think your biz is too small to need an official employee handbook? You’re wrong. Luckily, building a barebones one is easy. (Columns, page 56)

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Editor's Note

Sometimes Bad Things Happen

It’s how you deal with them that really matters.

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EVERY ISSUE, WHEN I write this Editor’s Note it feels like I’m writing to the future you. I write it several weeks before it appears, but it needs to sound like I wrote it yesterday. And a lot can happen in a few weeks. In this case, we’ll be in a new year and a whole new decade when you read it.

Personally, the end of 2019 was difficult for me. Regardless of the specifics, I am sure I am not alone. Normally, we greet a New Year with a renewed sense of optimism, but a lot of ECPs are worried about changes in the industry. 2020 naturally has us looking to the future of optometry, so we reached out to industry experts to share what they believe to be the biggest trends we can expect this year and beyond. (Big Story, page 34). Spoiler alert: Many will be scary to independent ECPs.

Don’t worry; there are fun things to look forward to. In this issue, we’re introducing some new mini-columns — like ECPs Tell Jokes, Tough Jobs and What I Know for Sure, where ECPs share the things they know to be true. We’re also debuting three new regular contributors. First up is Autianna Wilson, you may know her as The Optical Goddess (@goddessofoptix), and her new column — DiscoverEyes by The Optical Goddess (page 28) — where she will be introducing INVISION readers to truly independent eyewear brands each month. 4ECP’s Cameron Martel (page 52) will be alternating a column with Kaia Carter on marketing and human resource topics. Lastly, eYeFacilitate’s Mark Hinton will be sharing sales wisdom in his monthly column (page 51).

When bad things happen, I like to focus on the positive … the lesson the bad thing is meant to teach me to turn it into a positive. I hope that’s how you approach the predictions our experts are sharing.

Best wishes for your business,

 

Five Smart Tips From This Issue

1. Do your docs straighten up the frame boards? They probably should occasionally. We tell you why. (Manager’s To-Do, page 18)
2. Can you wait just 10 minutes? That’s all experts say you need to increase willpower and break bad habits. (Tip Sheet, page 46)
3. New sales columnist, who dis? Say hi to Mark Hinton and his ideas on dispensary sales. (Columns, page 51)
4. Lift your business out of mediocrity by setting some standards. (Ask INVISION, page 55)
5. Wondering if you should accept Friend Requests from patients? Readers weigh in. (Do You or Don’t You?, page 60)

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Editor's Note

Size Matters … The Bigger the Better

And addressing some other sensitive subjects you might encounter in the workplace.

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AND THE BIGGER the better as far as I’m concerned. I have no problem admitting I am a size queen. I love a BIIIIIG … survey. The more data the happier I am. So, I got a lot of pleasure out of seeing the results of our first Big Survey and wow did it provide some insight. There is a lot to unpack there and you can see everything we found starting on page 34. This is the first of many to come and I’m excited to see how this survey evolves from year to year.

The answers were of course anonymous but there is one more thing I need to say: breastfeeding or having a pregnant employee’s water break at work are not weird things employees have done. Those are natural and unavoidable. If you answered something in this vein to the question “What is the weirdest thing an employee has done at work?” perhaps you need some sensitivity training and to take a very close look at yourself. Ok, rant over.

You know what amused me in this issue? The number of people cutting their nails at work — for the record, that is weird and gross (page 70) — and that so many of you consider your best and worst habit one in the same!

Also, rarely does a Real Deal generate the sort of response this issue’s did – The Case of the Concealed Concern on page 72. I know the gun debate is a hot topic and in a magazine with as broad an audience as INVISION’s there is no way we are all going to come down on the same side of an issue, but except for one slightly over the top (and poorly written) response, all the points of view we received were measured, well-executed and logical. This one really got you thinking, so if you haven’t read it or addressed this issue in your business, I encourage you to review it and discuss.

Best wishes for your business,

Dee Carroll

EDITOR-IN-CHIEF

dee@invisionmag.com

Five Smart Tips From This Issue

1. Start a movement. Resurrect a one-off holiday celebrating opticians. (Calendar, page 20)
2. According to our Pop Quiz, 58% of you are anti-flu shot (page 71). So, be flu ready with an in-office flu kit. (Tip Sheet, page 58)
3. Want to know how to get to the root of a candidate’s strengths and weaknesses in the interview? We’ve got some ideas. (Ask INVISION, page 62)
4. Everyone loves a party… that’s how you “get to show them up” to your in-store events. (Line Time, page 66)
5. The perfect way to harness the power of the modern consumer’s self-absorption to benefit your business. (Benchmarks, page 68)

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