My favorite movie always has and will be Fried Green Tomatoes (queue a future Food For Thought night?).  I admit that at 11 years old, I didn’t grasp what Evelyn Couch meant when she frantically claimed, “I’m too old to be young and too young to be old!” But I think I’m starting to get it. While I may not love that admission, I can’t imagine I’m the only one experiencing what I’ll call “the in-between years,” thus this blog post. In a recent chat about professional development, someone I very much admire said, “there is something to be said for being seasoned,” and I have yet to kick that thought. I’ve been plagued with wondering, ‘How do you know when you’re…seasoned?” For my ‘age and stage’ I am proud and confident of where I am in my career, but that pride is coupled with knowing there is still a lot ahead of me. While there are minutes, meetings, and major moments where I’m the go-to person, I remember that I (and honestly, all of us) could still use a little salt and pepper, maybe a dash of cayenne, or some garlic powder while we’re at it. While I don’t feel green, I’m feeling ‘the in-between years.’ Sticking with the theme, the best flavors are developed with time, so why would this be any different? When I make a Sunday sauce, I am patient with my ingredients. I don’t expect to toss everything in a pot and BAM! There’s a lick-the-bottom-of-the-bowl good meal. But when I’m thoughtful, intentional, and allow everything to develop, I get something that is robust and balanced. This is a mentality I’ve found valuable in my career. I no longer measure success by asking “did I get there?”, and I’m starting to enjoy the simmer. Here, I remind myself to let things develop and that if I can remain patient, I can end up with something really great. It’s an exciting place to be, somewhere between knowing your stuff and knowing there is still so much ahead of you. Who knows, maybe next year I’ll have collected more recipes or tried some new spices. Maybe I won’t feel “too old to be young and too young to be old,” maybe I’ll just feel seasoned. Written by Allie Glick

When it comes to marketing your business there is not a one size fits all model. For even the largest businesses, deciding where to spend precious marketing dollars can seem like a complicated task. It can be difficult to know where to market, but two questions should always guide you — who is your ideal customer, and how do you reach them? One area that is often overlooked is sponsorship marketing. Sponsorship marketing achieves three mutually beneficial goals all at once: your ideal customer sees your name, your business builds customer loyalty, and you garner a great public relations narrative in supporting your community and industry. Put your Name in Front of Your Ideal Customer When considering sponsorship of an organization, event, local sports team, or other, make sure your ideal customer will have eyes on your good work. For example, if your business would like to increase children’s business by catering to a younger clientele, sponsoring a little league team local to your business is a great idea. Think of your ideal client and what their interests and hobbies are. It is important to make sure that your sponsorship location is relevant to your business. For a brick and mortar business, it is always best to focus your sponsorship close to your business, in the same town, metro area, or county. If you want to gain a larger customer base from the next town over, then focus your sponsorship dollars there; However, you will need to ensure through signage, pamphlets, or other activities that your ideal customers know where to find your business. If you are sponsoring an industry organization or association, you want to make sure that the members of that group are your target market. The key takeaway is to know your ideal customer and find sponsorship opportunities with them in mind. You are Building Customer Loyalty According to the University of Southern California’s Annenberg Center for Public Relations 2023 Global Communications Report (2023), “Over 62% of customers, 74% of employees, and 93% percent of investors all say that a business’s reputation is a leading factor when making a purchase, taking a job, or investing with a company.”( p.8)  The study goes on to highlight the importance of a company’s social purpose and its actions in the communities they operate within. When we combine a company’s social purpose with a positive reputation, sponsorship activities are a natural fit, and highly impactful. The study goes on to highlight the need for businesses to be active participants in positive change in their communities, drawing the conclusion that businesses that engage in positive community efforts will build a more loyal customer base. The bottom line is that the community will invest in your business if you invest in their community. You are Generating Good PR One of the best parts about being a good steward in your community and engaging in the right sponsorships for your company is that by simply sponsoring an event, charity, or civic organization you are building good public relations for your business in the community you operate in. For example, by sponsoring a clean-up day, playground building effort, or local area pet shelter adoption day, not only is your business’s name out in front of your ideal customers, but you are demonstrating your commitment to the community. Over time, if you continue to sponsor events and organizations, your customers will be loyal to you because they know you help provide a service to the community. When done correctly, sponsorships build a lot of goodwill within a community and consequently with your ideal customer. A Few Last Notes on Sponsorship Sponsorship can be a powerful tool in reaching your key audience but is important to get the most out of your sponsorship dollars. When your business is looking at sponsorship opportunities, make sure that the details regarding logo placement and signage are clear. If you sponsor a local sports team, you want your name on the jerseys of the players, or on the baseball diamond at the home field. Events should have signage where you can advertise with your logo with good placement and visibility. Larger sponsorship opportunities may even allow your business to set up a booth where you can pass out fliers and talk to your potential customers. If you are not able to set up a booth at a sponsored event, always ask if you can provide branded swag to be given away. To get the most out of your sponsorship efforts, be sure to attend the event you are sponsoring, and bring your staff if possible. Your business’s attendance shows you truly do care about the event or industry you are sponsoring. Don’t pass up the opportunity to wear branded shirts to the events you attend. Lastly, if your company is taking advantage of a sponsorship opportunity, make sure you let people know by sharing it on your website, social media, or a poster in your window. Sponsorship is a great way to get your business or brand in front of your ideal customer, it is also a great way to build relationships with a customer base you want to acquire. I am such a fan of sponsorships because you can accomplish your marketing goals while demonstrating your business’ commitment to your local community and industry. When your business is active in giving, it shows your customers and prospects that you care. Written by: Jacqueline Thomas Information on OWA sponsorship opportunities: Individual Contributor (personal) Professional Development Fund Sponsors (company)

National Sunglasses Day is a day dedicated to the importance of eye protection and the style that sunglasses provide. Celebrated on June 27th every year, this day raises awareness about the benefits of wearing sunglasses and the importance of everyday eye care. This is a great time for ECPs to increase the capture rate of polarized sunwear and promote eye health. Polarized sunglasses are beneficial for people who spend time in the car or outdoors, such as hikers, and beachgoers. However, the most forgotten category of people that benefit from polarized sunwear are contact lens wearers. Polarized sunglasses provide protection from harmful UV rays, which can cause damage to the eyes and lead to vision problems over time. I always say polarized sunglasses are sunscreen for your eyes! Here are some ways your optical can increase the capture rate of polarized sunwear leveraging National Sunglasses Day: Host An Event On National Sunglasses Day Hosting an event, such as a trunk show, on National Sunglasses Day can create excitement and increase awareness about the importance of wearing sunglasses. You could offer discounts on polarized sunglasses, provide free eye exams, or simply provide some hors d’ oeuvres and refreshments for your patients while your vendors display their full lines! Social Media And Marketing The Vision Council has a ton of free marketing materials available on their website for use, to raise awareness about National Sunglasses Day. Encourage your patients (and staff) to participate and post on social media channels using the official hashtags, #SunglassesSelfie, #SolarFlair and #NationalSunglassesDay, and tagging @TheVisionCouncil. Creating a raffle to win a free pair of polarized sunglasses for those that post and tag your office is also a great way to get people excited. Create A Sun Destination Even when it’s not National Sunglasses Day, create a sun destination with a curated selection of sunglasses using a strategic placement of point-of-purchase displays and merchandising. Showcasing the benefits of polarized sunglasses is essential in getting your customer into the retail mindset and out of the patient mindset. Be sure to partner with your vendors to help merchandise and have the correct tools to demonstrate how polarized sunglasses reduce glare and improve vision. Stocking a variety of styles, colors, and brands to cater to different tastes and preferences ensures that your patients can choose a pair of sunglasses that not only provide protection but also compliment their style. Capture Contact Lens Only Wearers The creation of a sun destination can increase your capture rate overall, but especially with your contact lens patients. Did you know that somewhere around 70% of contact lens patients purchase a pair of polarized sunglasses between 24-48 hours after getting their prescription? 90% of these polarized sunglasses are not purchased from the three o’s channel due to not having the proper inventory on hand. Prescribing polarized sunglasses to contact lens wearers, talking about it at the hand-off, and offering a discount when a year supply is purchased is a way to increase revenue per patient as well as your capture rate. In conclusion, National Sunglasses Day provides an opportunity for ECPs to increase their capture rate of polarized sunwear. By educating your patients about the benefits of polarized sunglasses, offering a wide range of styles, using technology to showcase the benefits, and/or hosting an event, you can promote eye health and increase revenue for your practice. Article written by Lindsay Romah

Make the offer for a second and third pair at every patient appointment!  I realize you were likely expecting something a little more profound to move your multi pair sales from the industry standard of 10% to a number that could seriously impact your bottom-line profit. When I started my mobile eyewear boutique in 1997, I had no brick and mortar, no sales training, an inventory of a dozen frames and I was just happy if I sold one pair of glasses. And that is all I did.  One pair for each client. After all, I was an educated Licensed Optician, not a Salesperson. As eye care professionals we trained to be medical optical professionals grounded in science, light refraction, focal lengths, and the best lens technology.  We are not in the business of selling!  Right? I was three years into my business, offering a high-level personalized eyewear styling service and I was only selling one pair of glasses because I did not know any different.  Before launching into the entrepreneurial world, my last job was with a 2-for-1 optical company.  I had not been trained to “sell”.  The extent of my sales training was this, “Buy one pair and pick your second pair from this board for free.”  That was the brilliance of my “saleswoman-ship” at that time. I knew I needed to be better, or I was going to be out of business. I stepped back, took one year and I studied each of my clients.  I analyzed their individual clothing style, facial features and face shape, wardrobe colors, and personal coloring.  I reviewed the careers they excelled in and the things they valued in their life.  Then, I focused on the style of eyewear that I had fit them with. I could see similarities and I developed the 5 Spec Style categories.  The cool thing I learned along the way is that everyone has at least two Spec Style personalities and sometimes they are a crossover of three.  This way my Ah-ha moment.  Now, I had a credible way to make an offer for a 2nd and 3rd pair of glasses. It was not “salesy”, I was “styling”, and it was exciting, not just for me but also for my patients.  When I consciously focused on my sales process and made the offer for more than one pair with every patient, guess what happened?  My multipair sales went from ZERO to 30% to 50%, and now sit at 80%. It was not an overnight sales success story, but it happened! Here Are My Top 3 Tips To Increase Your Multi Pair Sales: Be and stay curious. Ask intentional questions that help you discover the eyewear styles that your patients would like to wear.  Let them show you who they are so that you are not imposing your style on them.  And then go a step further, dig deeper and find out how they want to be perceived wearing their new specs and with credibility explain why each of the 3 pairs you selected will help them achieve the desired image. If you cannot get excited about the frames on your board; diversify, diversify, diversify. If you are selling the same frames to different people every day, it will be difficult for you to stay enthusiastic about your products.  If the frames are a different style but all black or tortoiseshell, why would they buy more than one? Keep the boards fresh as much for your enjoyment as for the patient. Make credible offers. Be and act as the trusted eye care expert with your client’s true interest at heart, and wear beautiful eyewear at work.  If you don’t love and believe in what you are selling it will show in your body language, facial expressions, and the tone of voice. Written by: Wendy Buchanan

Merriam-Webster defines introverts as those who are typically reserved, quiet, introspective, and enjoy spending time alone. Extroverts, according to Merriam-Webster, are talkative, open, and seek frequent social interactions. There are also some people who are quiet, viewed as aloof, require alone time to recharge, yet are extroverted with people they are close to and trust. People in this third group can also appear extroverted in professional settings, especially when the job is important to the employee. It is important to define these personality types to better understand our co-workers. As someone who is interested in free trait theory and fits into this third grouping, I’ve learned a few things that have helped me survive jobs in healthcare specialties: from acute care to optometry! Team Dynamics We are all familiar with the ‘faces of the company’ and team leaders. There’s a good chance practices wouldn’t run as smoothly without these human dynamos, yet the folks who concentrate on minutiae are equally as important. Detail oriented tasks such as those handled by a referrals specialist, insurance and prior authorizations coordinator, inventory control, people who handle edging and mounting lenses, or writing policies and procedures – these are the types of activities that attract those of us who prefer a lower profile. Collaboration And Communication Great consideration should be given to the concept that each employee will have their own way of collaborating on office projects and communicating their ideas to the team. Handwritten, email or verbal are a few common communication styles. Managers that are attuned to their staff can take workplace consideration a step further by emailing employees ahead of office meetings and project idea launches to get feedback, questions, and concerns addressed prior to these meetings. Keeping to the previously approved agenda and allotted meeting length is always appreciated. I love a manager that allows employees to get back to work when topics that don’t affect every team member run long. Coordinating Quiet Workspaces Many offices have adopted open floor plans; perfect for patients to navigate from reception to exam lanes, and finally the frame gallery. Open floor plans may work in some specialties, but this lack of defined workspaces, employees traveling through office areas that they aren’t necessarily assigned to, and high levels of noise and activity may be exhausting to introverts. Designate enclosed areas with a phone extension, desk, chair, computer or laptop, and basic office supplies to accommodate team members that need a time out from constant activity to concentrate on completing work tasks that require extra attention. Embrace Those Mandatory Rest Breaks! Ringing phones, incessant chatter, children screaming, hard of hearing, and disgruntled patients can all conspire to make any introverted employee run away screaming. Get comfortable leaving your workspace for a ten-minute decompression session. When weather permits, a walk around the block does wonders to clear the mind. Take advantage of any closed-door areas for a quick, gentle yoga session or practice deep breathing to calm jangled nerves  I also pop into our in-house lab and replace the stickers on blocking pads, or thin our paper charts in the archived records room. If you identify as an introvert, leave me a comment with some of your favorite ways to decompress during a busy shift! Written by: Lisa Fromm

Eyewear has historically been viewed as a medical device, but has also evolved into a key fashion accessory. This combination has been an incredible source of profit for optical retailers and optometrists, as they strive to have the best assortment to increase their capture rate, create multiple sales, and grow their business.  As a sales rep, how do you begin the process of working together with your account to be the provider of the next new line for their dispensary? There are two types of customers that are in the market for new frames — those that are brand driven and those that are design driven.  While licensed brands are represented in most dispensaries,  independent frame brands have increased their share of board space over the last 10 years due to unique designs and interesting color combinations.  It is important to understand if the buyer leans toward one or the other, and why.  How will you discuss this preference to help you gain better insight into their assortment and to demonstrate why your brand is a great fit for them?  In any optical dispensary, a good assortment of both will give the patient a feeling of variety and comfort when choosing their frames. A solid understanding of an office’s current product selection is critical to the successful introduction of new brands. Many reps walk through the door ready to pitch their brand without  considering what the customer actually needs.  Take a minute to look around.  By identifying “holes” in their assortment, you can begin to see where the opportunities are for both you and your customer.  Ask yourself some questions as you look through the dispensary’s assortment.  Do they have or need a “package” collection?  Do they have a sustainable offering?  Do they have collections that cater to differing demographics?  Do they have a go-to collection or large enough selection for hard to fit customers, both extra-large and narrow?  And most importantly, how will this new collection increase their sales and add value to their dispensary?  Strategic observation is the critical first step to understanding and growing both of your businesses. Now you are ready to sit with the buyer and partner on a decision of what to bring in.  Ask them the same questions you were asking yourself while looking at their boards. What do they see as their needs?   What do they feel that they are missing?  Listen carefully and ask questions that will help you understand their business better — this will ensure that you are positioning your brand as a product that they actually need and want, rather than pitching a redundant product line.   This will also help focus you on the long-term partnership and growth of their business.  If you work together to grow their business, you will then see the benefits too, as your own. Brand education is extremely useful in getting the staff engaged with you and the new collection.  The more knowledge they have about the brand and its unique selling features, the easier it is for them to sell it to their customers.  Consider having lunch and learn, if time is tight, just bringing in a snack (opticians and buyers LOVE snacks!) and giving a quick 5-minute crash course will help educate staff and strengthen the relationship. There are a million and one ways to use good sales skills to your advantage in this scenario.  Offices are always looking for their next new line — it’s just a matter of who partners with them to bring solutions.  One last step, the grand finale and the best part, close the deal by asking for the business! Written by Heidi Orlando

After receiving the Emerging Leader Award from the OWA last year, I had many people reach out, asking me what I did to get to where I am today. As a girl with a slew of labels — ADHD, adopted, bi-racial, and learning disabled — most people are surprised to see how far I’ve come; “society” would say that someone with my “setbacks” wouldn’t go far. So what exactly did I do to push past my “negative” stamps? I took radical action, I grew my leadership skills, I shifted my mindset, and I expressed gratitude daily for the blessings and talents that I have. It’s a combination of these things and my natural desire to constantly work on myself and learn as much as possible that have gotten me where I am today. Radical action is step one when it comes to creating positive change in your life. This is quite literally taking the first step that jump starts the process of change. When we aren’t taking targeted action toward the goals we have set for ourselves, we run the risk of becoming stagnant and complacent with where we are. Oftentimes we see others who have “the perfect house” or “the perfect career” or “the perfect family” and we say, “Man! Must be nice. They’re so lucky,” with an undertone of jealousy. It’s almost like we see these things and assume these individuals were handed everything. Sometimes they were, but 9 times out of 10, it’s because they took radical action to get where they wanted to go. I once heard someone say, “lucky people don’t make successful people.” This is true, as it’s people who completely commit themselves to success who get “lucky” in life. Successful people approach success as a duty, and the harder they work, the “luckier” they get. This goes for marriage, partnership, your career, the way you raise your kids, etc. Success doesn’t happen by accident! It means sacrificing, stretching yourself, and working hard. If you’re looking for ways to take radical action in your life, the first thing you need to do is get serious about change. This means shifting your mindset and truly acknowledging what you want to change in your life. After you know that, create milestones for each stage of growth as you work toward that end goal. For example, if you want a promotion at your job, then set goals to get yourself closer to that promotion. Maybe that means taking more initiative and being proactive with solving a company problem, or being more efficient; whatever it is, set goals so you can track your progress. Next, you need to be passionate! If you’re not passionate about what you’re trying to take radical action on, you won’t love what you’re doing or be successful at it. Having a lack of passion is like eating food with no flavor — if you’re doing it just to do it and not because it tastes good, then it’s not worth it. Lastly, be proud of yourself! Give yourself grace and compassion. When we are pushing ourselves, we have to know when to honor and praise ourselves for how far we have come, even if we haven’t reached the end goal yet. Moments of self-praise are good for the soul and will help you to stay positive on your life-changing journey. I’ve coached a handful of women on how to take action in their life, and I always notice the same thing with each person at the beginning of our time together; they’re super negative, and throw every excuse in the book at the wall as to why they haven’t reached their goal.  When your mind makes excuses, this is your call to show up. Show up for yourself and harness your power of focus and effort.  These are two things you can control and success often follows.  The result of what you want, is on the other side of that excuse holding you back. Every one of us was put here for a reason. We all have a gift that the world is waiting to receive. It’s up to you to know your worth and the possibilities that await you, and by making positive changes in your life for your personal growth, you are sure to be successful in anything you desire! Written by Katie Lauver

COVID brought clinical trial research into everyone’s home — it has made professionals like me, biostatisticians, and epidemiologists a household word. This is a positive effect, however, there is a slight distortion as to what clinical trial research really involves. First, COVID trials were granted an expedited review process which IS NOT NORMAL and often not awarded. The clinical trial research process can be laborious, methodical, and worthwhile, particularly when you see gratitude from your patients. Let’s review what it takes to conduct a clinical trial. Clinical research refers to scientific studies or investigations conducted on human subjects to evaluate the safety, efficacy, and effectiveness of medical interventions, treatments, drugs, devices, or procedures. It involves systematically gathering data and evidence to answer research questions, generate new knowledge, and improve healthcare outcomes. Clinical research is essential for advancing medical understanding, developing new therapies, improving existing treatments, and enhancing patient care. It plays a vital role in evidence-based medicine by providing scientific evidence to support or refute the effectiveness and safety of medical interventions. Clinical research can take various forms, including: Clinical trials: These are structured studies that involve human participants and aim to assess the safety and efficacy of new drugs, treatments, or interventions. Clinical trials follow specific protocols and guidelines, involve a control group or comparator, and often follow a phased approach to evaluate different aspects of the intervention. Observational studies: These studies observe and analyze individuals or populations to understand natural history, disease progression, risk factors, and outcomes without intervening or manipulating any variables. Observational studies can include cohort studies, case-control studies, cross-sectional studies, and longitudinal studies. Epidemiological studies: These studies investigate the patterns, causes, and effects of diseases within populations. Epidemiological research aims to identify risk factors, establish prevalence or incidence rates, and understand the distribution and impact of diseases in different populations. Outcomes research: This type of research focuses on evaluating healthcare interventions and treatments in real-world settings to assess their impact on patient outcomes, quality of life, cost-effectiveness, and healthcare utilization. Outcomes research often uses large databases, surveys, and statistical analyses to gather and interpret data. Translational research: Translational research aims to bridge the gap between basic science discoveries and their application in clinical practice. It involves translating laboratory findings into practical applications, such as developing new diagnostic tools, therapies, or medical devices. Throughout the research process, ethical considerations and patient safety are paramount. Clinical research studies must follow ethical guidelines, obtain informed consent from participants, protect patient privacy and confidentiality, and undergo ethical review and approval by institutional review boards (IRBs) or ethics committees. Collaboration between researchers, healthcare professionals, patients, and research organizations is crucial for conducting robust and reliable clinical research. The findings from clinical research studies contribute to medical knowledge, inform treatment guidelines, shape healthcare policies, and ultimately improve patient care and outcomes. Can An OD Get Involved With Clinical Trials? There are several methods an eye doctor can get involved with clinical trials. A provider can be asked by a pharmaceutical or medical device company to consider studying a new drug or device designed for a specific community of patients. Clinical Trial Structure There are three main phases of clinical trials – titled Phases 1 to 3. Some trials have a Phase 0 and may have a Phase 4. Phase 0 usually refers to lab or animal research and phase 4 trials are conducted after a drug or device has received approval from the FDA. These can be also referred to as post-marketing or Investigator Initiated Trials (IITs). Phase 4 studies can often be from a single site and have less requirements. Phases 1-3 are rigorous phases of a trial, and each phase will have specific and targeted patients. The purpose of each phase is logical, providing information to support the next and expanded phase of a clinical trial. Some examples are: Phase I trials test if a new treatment is safe. The number of patients required during phase are very small and often are conducted on healthy volunteers. It is important to understand how a new drug or device behaves in a healthy subject before subjecting a person with the intended disease or condition to the study requirements. In other words, a trial sponsor needs to understand reactions from healthy persons so they can improve the predictions that may or may not occur in the desired study population. Phase 1 trails often require that an acceptable dose is determined. It can often be referred to as a dosing trial. Phase 2 trials take the information learned from Phase 1 and apply it to a slightly larger sized population (~100) that has the condition or disease the drug or device is targeting. This phase is generally designed to determine if the product is effective in the targeted population. It is important to isolate the study population regarding co-morbidities at this point until as much variability can be controlled and understood before expanding the size of the study. Phase 3 trials are generally expanded to include a more diverse population that may possess other co-morbidities. This is especially important so that the sponsor can understand the confounding other medications may have as well as if there are more side effects. Phase 3 studies can generally require hundreds of subjects. Ultimately, new drugs and devices are compared to what is considered a “gold standard”. This gold standard is often the product or device considered to be the best solution currently available for commercial use. All phases of a clinical trial are required to have approvals from an IRB (Institutional Review Board) and the FDA (Food and Drug Administration) before commencing any phase of a clinical trial. This process may sound daunting, but participating in a clinical trial can be very successful for your practice and your patients. Rewards range from providing novel and new research and improved Quality of Life (QOL) for your patients and increasing revenue. One of the best methods to get started in research is by publishing case reports or case series from data you currently have in your practice. Don’t discount the power of a case-report or case-series — these simple research projects are often the advent to the discovery pathway for new drugs and devices. Written by Lynne Becker References: Basics About Clinical Trials | FDA Modernizing Clinical Trial Analytics for Greater Patient Centricity Playbook | SAS Case Reports, Case Series – From Clinical Practice to Evidence-Based Medicine in Graduate Medical Education – PMC (nih.gov)

Leadership style refers to a leader’s methods, characteristics, and behaviors when directing, motivating, and managing their team. In 1939, Kurt Lewin identified three basic leadership styles: Autocratic, Democratic, and Laissez-Faire. When we dig into each leadership style, we will see they all have pros and cons. Autocratic leadership (authoritarian) is when a single leader has complete control over team decisions — rather than consulting team members, they make every decision and are effectively “in charge”.  While this leadership style can be beneficial when decisions need to be made quickly, it can also cause resentment as team members’ input is not taken into consideration and does not encourage creativity or growth. The second leadership style is referred to as a Democratic leader (participative) and is often someone who will ask for and encourage input from their team. This is one of the most effective leadership styles because it encourages everyone to participate in all processes, share their opinions, and can often lead to increased team engagement and productivity. A leader who inspires their team to speak up with ideas and questions is also open to feedback and group discussion.  This mindset leaves employees feeling valuable because their opinions are heard, and they are engaged in the decision-making process.  Potential negatives of this leadership style can arise if team members do not have a clear role, as it can lead to communication issues and poor decision making. Lastly, Laissez-Faire leaders (delegative) tend to have a hands-off approach — they expect their team to figure things out on their own and often trust their team to make decisions and manage their workflow. This leadership style can lead to decreased productivity in less determined or less focused teams.  They offer little or no guidance and leave decision-making up to the team.  The key to using this leadership style is to have a highly skilled, well-trained, and dependable team. It is extremely important to identify what type of leader you are to determine whether you need to make any adjustments. For example, you may need to modify your leadership style depending on company values and the needs of your team. Your leadership style may also vary depending on the team member and even the task at hand.  Remember, leadership styles can vary depending on the situation, goal, and team — you may have people who need more direction and others that work better on their own. Regardless, the goal is to drive your team to success, increase productivity, and draw on individual strengths and weaknesses. Knowing your leadership style and applying it to your team and the situation given can be very productive if navigated properly. As you develop your team, try and understand their style and leverage it to achieve the goals and mission of the organization. Written by Tracy Neal

This year marks Vision Monday’s 21st annual Most Influential Women in Optical report. Over the past two decades they have profiled hundreds of women who have changed the face of optical for the better. Readers were asked to make up to three nominations per the following categories: Above and Beyond, Executive Suite, Rising Stars, Mentors and Innovators. Vision Monday received over 250 nominations from its readers for the 2023 MIW Report. Vision Monday’s editors reviewed all of the submissions and selected the final 51 for the honors this year. Read PowHERful! Celebrating the Accomplishments of Optical’s Most Influential Women Check out these OWA members who are included in this year’s Vision Monday Most Influential Women in Optical list: Above and Beyond Women who have led the way in giving back to the industry, their patients, and their communities. Maureen Cavanagh OWA Nominating Committee Vice President Key Accounts — Safilo Canton, Massachusetts “Walk in the room with purpose, sit at the table with pride and always keep climbing the ladder to your personal and professional goals.” Rebecca Giefer CEO — Modo Americas New York, New York “Work hard, seek mentors, network, build authentic relationships, continuously learn, champion DE&I and stay true to yourself. I think an influence of my success is that I ended up at a company that values my exact superpower, which is work ethic.” Judy Lew Professional Development Director-Opticianry — EssilorLuxottica Dallas, Texas “It may sound like a cliché, but networking is essential. Invest time building relationships that many times turn into friendships. Once you do, you have this vast network of people with whom you can collaborate with at any time. You are not alone in this industry.” Courtney Myers OWA Board of Directors, Events Committee, Communications & Website Committee Senior Vice President — Red Havas Pittsburgh, Pennsylvania “Join the OWA. The OWA is a positive and uplifting organization where every interaction is about encouraging, supporting and uplifting each other. I appreciate how inclusive the organization is of all parts of the optical industry.” Carol Wilbur Executive Director — Optical Women’s Association Dallas, Texas “Starting your career with access to industry knowledge is a great step-up—join the OWA and see what it can offer you.” Executive Suite Women who hold positions such as President, VP, CEO, CFO, CIO, or COO. Lynn DiMarco Regional Sales Manager Southeast — Silhouette Richmond, Virginia “Live with passion and do not let fear get in your way. Keep moving forward, even if you feel you are not qualified and/or the goal feels too large. Frankly, what you believe about yourself impacts your success or failure—believe in yourself.” Barbara Lax Co-Chief Operating Officer & CFO — ClearVision Optical Company Hauppauge, New York “It’s important to invest time and effort into people. This leads to doing business the right way from the start.” Cynthia McWilliams Chief Officer of Sales — OGI Eyewear Minneapolis, Minnesota “Surround yourself with a great team and trust your instincts. Women are very committed and passionate, and sometimes their voice is not always loud enough.” Simone Meskelis Senior Vice President, ECP & Retail — Hoya Vision Care Lewisville, Texas “I think we have a prime opportunity to grow in the optical industry as we are seeing increased diversity in the field and increased female presence. My piece of advice is don’t try to do it alone, take in all the support and help you can get. This industry is filled with talented individuals that are eager to help.” Wendy Salle Chief Merchandising Officer — New Look Vision Group USA New York and Miami, Florida “All women should surround themselves with people invested in their success, find a mentor, join a group such as OWA and see the support that is available to help you succeed.” Susy Yu, OD, MBA, FAAO Director of Business Strategy & Operations Support — Vision Essentials by Kaiser Permanente Los Angeles, California “Be brave. Take risks.” Rising Stars Women who are ‘up-and-comers’ in their career and companies. Katie Lauver, ABOC OWA Board of Directors, Communications & Website Committee Chief Revenue Officer — GPN Technologies Front Royal, Virginia “Seeing women in this industry rise to the top of their companies inspires me beyond belief. We are in a time where women in optometry are taking over. They are crushing goals and having massive success within their companies, and it motivates me to continue to push toward my goals and always go for gold.” Erika Plank OWA Connection & Enrichment Committee Director, Provider Communications — VSP Vision Rancho Cordova, California “I feel strongly that mentors and advocates are critical to professional success, which is why mentorship is a key attribute of my leadership style.” Gwendolyn Plummer Senior Associate Editor — Vision Monday New York, New York “Everyone is nicer than you think. I have found myself feeling intimidated and overwhelmed by how experienced, smart and just plain cool the people in our industry are—but I’ve found that everyone is kind, welcoming and happy to talk. This is a tight-knit but ever-expanding industry, so ask questions and get to know as many people as you can. You will be thankful that you were brave.” Cristin Sullivan Director, Business Development — PERC and Opti-Port St. Louis, Missouri “It is important to me to pay forward the kindness, mentorship and ‘safe-space’ environments that gave me the opportunity to learn and grow.” Mentors Women who are team builders and developers of talent. Gilda Mehraban VP, Corporate Accounts & Business Development — Zyloware Port Chester, New York “I hope I can be an example of bringing feminine traits to the profession—trust, relationship building, listening, thoughtfulness and intuition can create many business opportunities.” Amanda Shapiro OWA Professional Development Fund Committee Vice President of Marketing — Europa Eyewear Vernon Hills, Illinois “Everything you’ve done up to this point is something you can draw on for the career you want today.” Stacey Soltis National Sales Manager — Eyewear Designs Bethpage, New York “Never give up on your dreams. Stay motivated and focused on what you want to achieve. A strong work ethic and dedication will lead you to success.” Innovators Women who have initiated new products, programs, or ideas marking success. Mikki Collins OWA Digital Marketing Committee, Communications & Website Committee Founder, ROWT Magazine; Business Development Lead/Groups & Alliances — Safilo Lake Stevens, Washington “Network with like-minded women and find yourself a mentor. Join organizations like the Optical Women’s Association and get involved in conversations like we are having at ROWT. Your voice can make a difference.” Rose Harris Senior Director, Marketing, North America — Transitions Optical Pinellas Park, Florida “Know your value and how you contribute best. Become ‘known’ for that … i.e. being innovative, or a problem solver. This will lead to being asked to be on more projects. Then, take any opportunity to work across the company or in the field with customers and with successful industry professionals.” Quotes and images from Vision Monday PowHERful!

Understanding the impact of neurodiverse conditions such as ADHD, anxiety and depression is vital for creating an inclusive and supportive workplace environment. As someone diagnosed with adult ADHD and personally affected by anxiety and depression, I recognize the importance of addressing these challenges in a professional setting. Spotting Someone with Neurodiverse Conditions Recognizing employees who may be experiencing ADHD, anxiety or depression is crucial for offering appropriate support. Signs to look out for include: ADHD: Inattentiveness and distractibility Impulsivity and hyperactivity Chronic forgetfulness Difficulty with details and paperwork Poor time management Challenges in working with colleagues Anxiety: Difficulty concentrating Sleep disturbances Avoidance of certain situations or tasks Depression: Persistent low mood Fatigue or decreased energy Difficulty making decisions Different Is Our Superpower Individuals with neurodiverse conditions possess unique strengths that can benefit the workplace. Let’s explore the strengths that employees with ADHD, anxiety or depression can bring: ADHD: Ability to notice overlooked aspects of work and explore different angles Willingness to take risks and try innovative approaches Excels in high-pressure situations or tight deadlines Brings flexibility, spontaneity and optimism to the workplace Anxiety: Highly detail-oriented and conscientious Thrives in structured and predictable environments Exceptional problem-solving skills due to continuous anticipation of potential issues Sensitive to the emotions and needs of others Depression: Deep empathy and understanding of others’ struggles Resilience and determination in overcoming challenges Ability to find meaning and purpose in work, even during difficult times Provides valuable perspective and insights through personal growth experiences Providing Support Creating a supportive environment requires educating everyone in the workplace, including management and human resources, about neurodiverse conditions and their impact on performance. It is essential to cultivate empathy, understanding and open communication to address the unique challenges employees may face. Remember that symptoms associated with anxiety and depression can be invisible, so approaching the topic with sensitivity is paramount. Getting To Know Your Employees Better Recognizing that each person’s experience with ADHD, anxiety or depression can vary significantly, it is crucial to take an individualized approach to support. Engage in conversations to understand each employee’s specific struggles, triggers and coping mechanisms. Acknowledge their experiences without minimizing or dismissing them. Collaboratively explore potential solutions and accommodations to create an environment where they can thrive. Leading Them To Success Harnessing the potential of employees with neurodiverse conditions requires aligning their strengths and interests with their work assignments. Consider the following strategies: Offer a range of tasks and projects that cater to diverse skill sets Provide clear and structured communication channels to minimize anxiety and ensure understanding Encourage regular breaks and, when possible, flexibility in work hours to support self-care and manage symptoms Foster a culture of open feedback and constructive dialogue to create a safe space for expressing concerns or seeking assistance Through education, understanding and tailored support, organizations can cultivate an environment that promotes inclusivity, productivity and personal growth. Remember that every individual’s journey is unique, and you can create a workplace that embraces and empowers employees with diverse experiences and challenges! Written by Mikki Collins

Many of us work in or for companies that are proud of their vision, mission and values statements — they are the guiding principles for making decisions and steering the future of our businesses.  Can we apply these same thoughts and guidance in our personal lives and career? First, what do these words mean?  There is a lot of talk about finding our purpose, but what are these statements, and how can we use them to set goals? A mission statement is your ‘why’. It is based in the present, it is why something exists, and where it stands today.  It helps identify goals, and helps you understand if the decisions you are making are best for what you want in your life.  What makes you unique?  What makes you different?  Where are you today in your life? Some examples of business mission statements are “We save people money so they can live better” (Walmart), “We’re in business to save our home planet” (Patagonia), and “To inspire humanity – both in the air and off the ground” (Jet Blue).  What could your personal mission statement be?  Mine is “To inspire others to achieve great things.”  It is why I exist! While a mission statement is rooted in the here and now, a vision statement is our future.  It serves as our guiding light and is future oriented and inspiring.  It helps us make hard decisions and helps steer us when times get tough.  How do you craft a vision statement?  This is your time to think and dream big! Where do you want to be 5 and 10 years in the future?  Focus on success, but be inspiring and passionate. How have companies created vision statements to inspire their teams?  Ikea wants “To create a better everyday life for many people, while Nike wants to “Bring inspiration to every athlete.”  Starbucks wants to “treat people like family, and they will be loyal and their all”, while Nordstrom seeks “To serve customers better, to always be relevant in their lives and to form lifelong relationships.”  Wow!  I got goosebumps just typing that— how can you not be inspired and motivated? What Are Some Examples Of Personal Vision Statements? Remember, these are our goals for the future and can be used to motivate us during tough times.  Here is mine: “I envision a life filled with innovation and creativity and I will work towards building a life building meaningful connections with others in my industry and taking risks.  I will also prioritize physical health, family and taking time for myself.” Core values, or a value statement, act as the moral compass for us.  They are the principles that guide and direct a business (or our lives!) and are the ‘how’.  In business, these tend to include the values that are unique, what values guide our operations, and what conduct we should uphold.  Some of Google’s core values are “Focus on the user and all else will follow”, “It is best to do one thing really, really well”, and “Great just isn’t good enough.”  The core values of Marriott International include, “We put people first”, “We pursue excellence” and “We embrace change”.  Disney employees use the “Five Keys”- Safety, Courtesy, Inclusion, Show and Efficiency to make all decisions — in that order! How Can You Create A Personal Value Statement? This starts with being authentic.  What do you believe, and how does that help you make decisions?  How would you act if no one was watching?  My core values are honesty, integrity, kindness, and respect.  I make all my decisions based on these – and continue to refer to them time and again. If you’ve ever heard me present live, I love to give homework!  Here is my homework for each and every one of you:  Does your company have a mission, vision and value statement?  If so, how do they communicate those?  If you’re not sure, now is the time to ask!  These are so important in how decisions are made and set the culture for a company. Next, it’s time to create your own!  What is your ’why’, ‘what’ and ‘how’?  Being clear (and writing these down!) will help you in your career and personal life, so you can make better decisions. These answers will serve as your North Star.  Have you written your statements? I’d love to hear from you! Yours in success – Written by Jennifer L. Stewart, OD