How to turn the heart of your practice into a marketing masterpiece

7 Indispensable Lessons to Refocus in Optometric Practice Management

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Knowledge is power

Grab some coffee and sit in your favorite chair. It's time to read your free book. Take some notes and enjoy the 50 pages.


Thinking caps

It's time to strategize what you read and apply it to your business. Take parts from every lesson to better your business. Refocus on the what is vital.


Your marketing plan

Lastly, take action. Move from your strategizing stage and do what's best for your business. Improve your practice in a new digital marketing world.

How the book was made

Our Process

Content Selection

The short book was compiled over the course of 1 year. The content stems from over 58 books read in the subjects of business, fortune 25 companies, profound human achievers, optometric practice management, and self-help.


At the conclusion of fully reading the 58 books, 35 lessons were created from this content totaling over 250 pages. The beginning 7 lessons are offered here as a short book.

Indispensable Lessons

The lessons are labeled as indispensable because of their essential importance to your optometric practice and marketing plan. The strategy book was compiled to help you achieve success.

Marketing Masterpiece

The book teaches how to turn the heart of your practice into a marketing masterpiece. Each lesson has take-away tips for optometric owners to use in their practice setting.

What's inside

How to turn the heart of your practice into a marketing masterpiece


Lesson: Have a story


Lesson: Define your brand


Lesson: Why I walked into their store


Lesson: Measure twice, then manage


Lesson: The focus question


Lesson: Simple


Lesson: Developing your practice

Media content from Lesson 6: Simple
The design of your optical is especially important. Your optical should look like an Apple store, but engage like a Starbucks. In many ways, Apple stores have changed the face of retail with clear windows, tables with products offering engagement, and elegant displays. One Apple store located in the Grand Central Terminal of downtown New York City is particularly iconic. The large windows within the store offering direct lighting were very important to Jobs and his design team.  Here are two images inside. Shot on my iPhone 7.


Apple’s “Think Different” ad campaign has something to teach us. One video in particular shows phrases paired with elegant visuals to describe the thoughts and emotions that go into creating Apple products. You can find the video here:

Within the book, the compiler has tried to keep all observations and teachings as close as possible to their original meaning. Therefore, key teachings from noteworthy individuals are left as quotes to properly convey meaning; and, advice or studies of the ultra-successful are taken from the person’s corresponding biography or autobiography unless cited otherwise.

Jerry Weintraub, Rich Cohen. “When I Stop Talking, You’ll know I’m Dead: Useful Stories from a Persuasive Man.” Hachette Book Group. 2010.

John Caples. “Tested Advertising Methods.” Fifth Edition. Prentice Hall. 1997. Text.

Paul smith. “Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire.” AMACOM. 2012. Text.

Simon Sinek. “Start with Why: How Great Leaders Inspire Everyone to Take Action.” Portfolio. 2011. Text.

Jonah Berger. “Contagious: Why things catch on.” Social Dynamic Group, LLC. 2013. Text.

Al Lautenslager. “Market Like You Mean It: Engauge Customers, Create Brand Believers, and Gain Fans for Everything You Sell.” Entrepreneur 2014. Text.

Michael E. Gerber, Riley F. Uglum, OD. “The E-Myth Optometrist: Why Most Optometry Practices Don’t Work and What to Do About it.” Business Books, Inc. 2011. Text.

Paul smith. “Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale.” AMACOM. 2016. Text.

Spencer Johnson, Larry Wilson. The One Minute Sales Person: More Sales in Less Time with Less Stress. Candle Communications Corporation. Text.

Simon Sinek. “Start with Why: How Great Leaders Inspire Everyone to Take Action.” Portfolio. 2011. Text.

Denise Lee Yohn. “What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest.” Jossey-Bass. 2014. Text.

Howard Schultz. “Onward: How Starbucks fought for Its Life without Losing Its Soul.” Rodale books. 2011. Text.

Jonah Berger. “Contagious: Why Things Catch On.” Social Dynamic Group, LLC. 2013. Text.

Gary L. Moss, Peter G. Shaw-McMinn. “Eyecare Business: Marketing and Strategy.”Butterworth-Heinemann. 2001. Text.

Timothy Ferriss. “The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich.” Carmenere One, LLC. 2009. Text.

Walter Isaacson. “Steve Jobs.” Simon & Schuster. 2011. Text.

Seth Godin. Purple Cow: Transform Your Business by Being Remarkable. Penguin Group, Inc. 2002. Text.

Bob Levoy. “201 Secrets of High-Performance Optometric Practice.” Elsevier Science. 2002. Text.

Peter Drucker. “Managing Onself.” Harvard Business Review, Boston Massachusetts. 2008. Text.

Christopher Music. “The Financial Success Guide for Private Practice Optometrists.” The Econologics Institue. 2012. Text.

Gary Keller. “The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results.” Rellek Publishing Partners. 2012. Text.

Gordan Duncan. “TeleTivoNetting: Accomplishing More By Doing Less.” 2016. Text.

Anthony Robbins. “Awaken the Giant Within: How to Take Immediate Control of Your Mental, Emotional, Physical and Financial Destiny!” Free Press. 1991. Text.

Stephen R. Covey. “The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change.” Free Press. 2004. Text.

Chris Bailey. “The Productivity Project: Accomplishing More by Managing Your Time, Attention, and Energy” Crown Business. 2016. Text.

John G. Classe, Lawrence S. Thal, Roger D. Kamen, Ronald S. Rounds. “Business Aspects of Optometry: Association of Practice Management” Elsevier Inc. 2004. Text.

John Wooden, Jay Carty. “Coach Wooden’s Pyramid of Success: Building Blocks For a Better Life.” Regal. 2009. Text.

Daniel Kahneman. “Thinking, Fast and Slow.” Farrar, Straus and Giroux. 2013. Text.

David Ogilvy. “Confessions of an Advertising Man.” Southbank Publishing. 2012. Text.

John C. Maxwell. “The 21 Irrefutable Laws of Leadership: Follow Them and People Will Follow You.” Thomas Nelson. 2007. Text.

Matthew Syed. “Bounce: The Myth of Talent and the Power of Practice.” Fourth Estate. 2010. Text.

John Brooks. “Business Adventures: Twelve Classic Tales from the World of Wall Street.” Open Road Media. 2014. Text.

Timothy Ferriss. “Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers.” Houghton Mifflin Harcourt. 2016. Text.

Jim Rohn. “Cultivating an Unshakable Character: How to Walk Your Talk All the Way to the Top.” Nightingale-Conant. 2014. Text.

Dale Carnegie. “How to Win Friends & Influence People.” Pocket Books. 1998. Text.

Robert T. Kiyosaki. “Rich Dad Poor Dad: What The Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!” Plata Publishing. 2011. Text.

Friedrich Nietzsche. “Man Alone With Himself.” Penguin. 2008. Text.

Gary Vaynerchuk. “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World.” HarperBusiness. 2013.

Napoleon Hill. “Success Through A Positive Mental Attitude.” Gallery Books. 2007. Text.

Napoleon Hill. “Think and Grow Rich.” TarcherPerigee. 2005. Text.

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