In focus: Practices need to take bullish behaviour by the horns

The founder of the fledgling Axiom Advance initiative for independent opticians has said he was moved to do something to help stand up to bullish corporations.

Hamburg-based Briton Mathew Davis is a marketing and communication expert with a wide background of clients in a number of different sectors.

The project was conceived when some acquaintances who owned a small independent group of practices in Hamburg, approached Davis to seek his advice on how to stand up to a supplier in their industry that they believed had been using ‘bullish behaviour and threatening rhetoric’.

‘They explained a lot about what they had experienced and showed me some letters they had been sent as proof and it really piqued my interest. Not only was I interested because they are friends of mine, but I was interested from the perspective of independent business. It’s also sometimes “fun” to undertake something like this when it has meaning on a personal level. I was also able to speak to contacts in the optical business to obtain some additional information to better understand the situation,’ said Davis.