You must stop thinking like an optician, and start thinking like a client if you want to achieve a competitive advantage, says Richard Pakey
It's an easy enough trap to fall into. After all, if you repeatedly do the same tasks day in, day out, of course it's going to change your perspective. Multiply this by years or decades in your business, and you can see how you would lose touch with how non-optical people think.
This isn't a criticism. It's an observation based on the hundreds of practice owners I have spoken to. Sometimes it's quite scary how quickly an optician's thinking can get out of sync with their clients.
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