VIEWPOINT

MAKE IT A GOOD STORY

IN AN ISSUE DEDICATED TO BUSINESS, WE’RE FOCUSING ON YOUR STORY

JIM THOMAS
Editorial Director

Once upon a time, on a dark and stormy night, in a galaxy far far away. . . It’s not easy to tell a good story, one that grabs the audience members by their hearts and minds and doesn’t let them go. Good stories can entertain, teach and inspire. They often surprise (“Luke, I am your father.”).

One of the reasons we chose storytelling as the cover feature of this month’s issue of Optometric Management is because optometrists have so many good stories to tell. It goes with the territory when you have the ability to give, improve and save vision. Another reason is that storytelling has proved to be good business. As Senior Editor Jen Kirby writes in the article, which begins on page 12, a good story can ultimately persuade your audience into action. In that respect, every organization can benefit from its good stories.

Unfortunately, good storytelling doesn’t happen by itself, a concept easily understood by anyone who has ever heard a storyteller utter a phrase like, “Well, to make a long story short” or “Here’s the famous story about (fill in name).” To be effective, storytelling needs compelling content and a storyteller who can deliver that content with the timing, expression and gestures that all contribute to an engaging manner.

In her article, Jen describes the five components that build a persuasive story. She also discusses where to deliver the story and a few storytelling traps to avoid. And for those skeptics, Jen offers research into storytelling and its effects on how people make decisions.

If you’re looking for an effective way to educate and market, consider starting with a good story. At the very least, create an office experience that leaves patients with nothing but good stories to tell about your practice.

PRACTICE BUILDING DOESN’T HAPPEN BY ACCIDENT

One of the telling practice management stories in optometry is that few practices map out a plan for growth. Yet, as Chad Fleming, O.D., explains in the article “10 Steps to Grow Your Practice” (page 18), it’s “no accident that some practices are growing exponentially while others are trying to stay afloat.” Exponential growth requires a plan and however you plan, Dr. Fleming presents 10 steps that all practices should consider as they plot their future growth.

This issue of Optometric Management is dedicated to building a better business. As Chief Optometric Editor Scot Morris, O.D., explains, “Whether you are an owner or an employee, a provider or staff member, you are always running Business U.”

Where your Business U actually leads is up to you. It is your story to create. Though there will always be surprises, bumps and setbacks that make up the detail of any good story, chances are, the ending to your story will work out best when you first plan for it. OM