“Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple.” – Steve Jobs
SOME YEARS AGO, I stepped into a beautifully designed private optometry practice in Austin. The waiting room had designer furniture, touch-screen kiosks, and a barista-quality espresso machine humming in the corner. Impressive? Absolutely. But while waiting for the doctor, I watched a receptionist struggle to navigate a six-tabbed appointment screen, patients wandering aimlessly trying to understand the digital check-in process, and an elderly woman nearly burst into tears trying to find the restroom. The ambiance was stunning, but the experience? Overwhelming.
That day, I was reminded of what Steve Jobs above. And nowhere is that truth more relevant than in the daily operations of a private optometry practice.
Let me be clear: simplicity doesn’t mean cutting corners, reducing options, or running a practice with bare-bones resources. Simplicity means clarity. It means removing confusion for your team, minimizing friction for your patients, and designing processes that feel intuitive and human — not corporate or complicated.
Here’s a quick test: Walk through your practice as if you were a brand-new patient. From the moment you pull into the parking lot, is every step of the experience clear, convenient, and comfortable?
Too often, I find practices trying to do too much — too many appointment types, too many technologies, too many vendors, too many exceptions to rules. And when complexity creeps in, what follows is almost always increased stress, decreased efficiency, and a compromised patient experience.
Several years ago, I worked with two practices located just 10 miles apart. Both served similar demographics, both had experienced doctors, and both were investing in technology. But their outcomes could not have been more different.
At one, new patients were sent a seven-page intake form (PDF only), told to arrive 20 minutes early, and were greeted by a front desk juggling phones, insurance verifications, and two software systems. Every process had a workaround. Every team member had a different “hack” to get things done.
At the second, intake forms were digital, mobile-friendly, and pre-filled with any repeat patient info. They had a one-minute greetings policy — someone always acknowledged a patient within 60 seconds of their entering. They used a single, integrated system. And they had a laminated “first visit guide” with friendly visuals that walked patients through what to expect.
Guess which practice had higher reviews, more referrals, and less staff turnover?
Simplicity wins. Not because it’s trendy, but because it respects patient’s time, energy, and mental bandwidth.
And simplicity isn’t just for patients — it is the secret to unlocking your team’s potential.
When I visit struggling practices, I often find talented, dedicated staff members drowning in inconsistent processes. They’re constantly troubleshooting, double-checking, or apologizing for system errors that aren’t their fault. Morale sinks and accountability disappears.
Now contrast that with teams who have clear workflows, empowered cross-training, and documented SOPs (standard operating procedures) that are actually followed. These teams don’t just survive — they thrive. They problem-solve, they smile more, and they create the kind of environment where great service naturally flows.
Years ago, I asked a technician what made her job enjoyable. Her answer? “I know where everything is, I know what’s expected of me, and I don’t go home stressed.” That is the fruit of simplicity.
Here’s the irony: the more a practice grows, the more tempted we are to complicate things. We layer on new policies, new people, new software and new areas of specialty. None of this is wrong in itself, but often it’s done without stepping back and asking, “Does this make things better or just busier?”
When I think about my favorite practices — the ones where patients become lifelong fans and team members stick around for decades — they have one thing in common: They feel simple. Not sterile. Not chaotic. But ordered.
When you remove the clutter, what remains is the essence of great care: Trust, clarity, and connection.
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