VCPN May 2018 by First Vision Media Group

Overcoming BLUE LIGHT INCLUDING ABO CE P48

vision care

product news

SPORT EYEWEAR

As ECPs See It P30

Oakley Field Jacket COOL, RXABLE + FOG FREE

MA Y 2018 • P RO D U C T I N FO RMA TIO N F O R O PTICA L PE O PL E • V ISIO NCA RE PROD UCT S.COM

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Discover

Learn more at essilorusa.com/essentialblue

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UP TO 3X MORE PROTECTION AGAINST HARMFUL BLUE LIGHT 1 THAN STANDARD CLEAR LENSES.*

HELPS FILTER HARMFUL BLUE LIGHT

HARMFUL BLUE LIGHT PROTECTION FOR EVERY PATIENT, EVERY DAY

LETS IN BENEFICIAL BLUE LIGHT

SUPERIOR CLARITY

ADVANCED TECHNOLOGY Blue light can be good or bad. Essential Blue Series™ lenses have technology that can differentiate between the two, helping filter out Harmful Blue Light while letting in the Beneficial Blue Light** that helps regulate mood and sleep cycles.

*Standard clear lenses filter approximately 5% of Harmful Blue Light. **Beneficial Blue Light is the blue-turquoise wavelengths from 465-495nm on the light spectrum. Arnault E, Barrau C, Nanteau C, Gondouin P, Bigot K, et al. (2013). Phototoxic Action Spectrum on a Retinal Pigment Epithelium Model of Age-Related Macular Degeneration Exposed to Sunlight Normalized Conditions. PLoS ONE 8(8): e71398. doi:10.1371/journal.pone.0071398 (August 23, 2013). Identified Harmful Blue Light through in vitro experiment on swine retinal cells, where the most toxic wavelengths are high energy visible light falling between 415-455nm on the light spectrum (blue-violet light).

©2018 Essilor of America, Inc. All rights reserved. Unless indicated otherwise, all registered trademarks and trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries. These products may be protected by one or more patents listed at www.essilorusa.com/patents.

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Contents.

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ON THE COVER Oakleyâ&#x20AC;&#x2122;s newest, Field Jacket is Rxable, and along with the also newly released Flight Jacket, both feature Oakley Advancer, which lets athletes control the airflow.

24 UPFRONT FROM THE PUBLISHER 9 VIEWS 10

44 BUSINESS SOLUTIONS LEADERSHIP 14 Stay Hungry: Why Disruptive Leadership Works

48 BUILDING AN OPTICAL POWERHOUSE 20 by Dana Sacco, RO

SELECTING A LOCATION 22 by Barbara L. Wright, CID

THINK ABOUT YOUR EYES 11

by Sandi Coryell

VALUE-ABLE EYEWEAR 24

Guest Editorial by Lindsay Berry, OD

COMPANY CULTURE 16 The Hunt for Opportunities

by Nikki DiBacco, ABO, NCLEC, CPC

VCPN INSIDER 12

by Jay Forte

STRATEGY 18 How to Write a Business Plan by Guy Kawasaki

5 TIPS FOR 5 GENERATIONS 26 Jennifer L. FitzPatrick, MSW, LCSW-C, CSP

NEW 27 Continued on page 6

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Contents.

VC P N M AY 2 018

MAY 2018 VOL 18, ISSUE 5

EDITORIAL STAFF VICE PRESIDENT, EDITORIAL John Sailer JSailer@FVMG.com

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com

CREATIVE DIRECTOR Kat McBride KMcBride@FVMG.com

pg.30our

ut Chec k o ear ew Spor t Ey f eature.

PRODUCTION + WEB MANAGER Anthony Floreno AFloreno@FVMG.com

CONTRIBUTING WRITERS Lindsay Berry, OD; Sandi Coryell; Nikki DiBacco, ABO, NCLEC, CPC; Jennifer L. FitzPatrick, MSW, LCSW-C, CSP; Jay Forte; Frank Gimbel, BA, ABOC-AC, FNAO, HFOAA; Guy Kawasaki; Dana Sacco, RO; Barbara L. Wright, CID

EYEWEAR + FASHION

PHOTO CLINIC 58

Under Control

Compact Size, Big Capability

360 28

SPORTS EYEWEAR 30 All Stars

NEW 42

VISION CARE TECHNOLOGY SINGING THE BLUES 48

Convertible Nosepads

PRODUCT FOCUS 59 NEW 60 20 QUESTIONS 62 With Jay Black of Maui Jim

VISION EXCHANGE CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 63

CE: BLUE LIGHT ABO 50 Blue Light Exposure: Risk and Protection

EDITOR EMERITUS Ed De Gennaro, MEd, ABOM EDeGennaro@FVMG.com

BUSINESS STAFF PRESIDENT & PUBLISHER Terry Tanker TTanker@FVMG.com

EXECUTIVE VP Shawn Mery SMery@FVMG.com

VICE PRESIDENT, MARKETING Debby Corriveau DCorriveau@FVMG.com

For subscription information email Sub@VisionCareProducts.com VCPN (ISSN-1549-6716) is published monthly by JFT Properties LLC, 31674 Center Ridge Rd., Suite 104, Ridgeville, OH 44039. phone (440) 471-7810. Periodical Postage paid at Cleveland, OH and additional mailing offices. Postmaster: Send address changes to VCPN, 31674 Center Ridge Rd., Suite 104, Ridgeville, OH 44039. SUBSCRIPTIONS: 31674 Center Ridge Rd., Suite 104, Ridgeville, OH 44039 or online at visioncareproducts.com. Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years. Contact publisher for overseas rates. Copyright © 2018 by JFT Properties LLC. No part of this publication may be reproduced without written permission of the publisher. The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by JFT Properties LLC. Throughout this publication, trademark names are used. Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only, with no intention of infringement of the trademark.

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YOUR INDUSTRY YOUR CAMPAIGN

OWN IT.

Think About Your Eyes (TAYE) not only promotes vision health among Americans, it also

supports the health of the vision industry. In 2018, TAYE messaging will reach 95% of Americans aged 25-49 with its new campaign encouraging consumers to schedule an annual eye exam.

An investment in TAYE is an investment in industry success. Join the effort now. Contact Ron Sallerson at 703-740-1093 or rsallerson@thinkaboutyoureyes.com to join our 21 industry partners and 43 state optometric associations in supporting TAYE.

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From the Publisher.

INCREASE YOUR

productivity

s owner of a small business, it’s routine for me to deal with dozens of projects daily. Executive focus changes every 15 minutes. The variety is interesting and includes everything from production and finance, to leases, IT and insurance. The larger your company, the more likely it is you “have people.” However, for those of us in smaller companies, we wear a lot of hats during the course of the month, and keeping organized is key. We have over 75 deadlines each month, and most of those are packed into the second and third week of the month when we begin our issue layout and then send it to the press. All manageable – until one or two are missed, and then they seem to fall like dominoes. It’s easy to become sidetracked and lose focus on what really is important to accomplish each day. Without question the biggest downfall and consumer of time is e-mail. Sometimes it seems there is no escaping it. Over the years I’ve been searching for the perfect organizational tool to increase my productivity. I’ve tried pocket daytimers, larger monthly planners, and a variety of electronic devices. I’ve come to the conclusion that they all work as long as you stick to the plan and use them.

Often when I’m the busiest, low tech, inexpensive and simple-to-implement systems are the best for me. Two months ago we moved our office, and I installed a white board with various colored markers. Across the top of the board I wrote, “Are You Doing Something Right Now to Create Revenue?” You’ve heard the old saying – revenue solves everything – it’s true, and it’s my focus. The white board is mounted on a wall directly in front of my desk. It’s impossible to miss. There are five categories underneath: This Week, This Month, Next Month, This Quarter and Travel. Only the most important items make it onto the board, and all are in some way related to creating revenue – if directly, then indirectly. If I’m not working on a white-board item, it’s because I’ve gone as far as I can with it, and I’m waiting for response or confirmation from someone. Once I’ve worked through the white board, I can answer phone calls and e-mails, and I schedule internal and external meetings – but not until I’ve worked through the white board. Generally, this can be accomplished by mid morning. I did some research on productivity tools for this column and found thousands on the web. Check out David Seah (DavidSeah.com), a writer and

designer, who has created some incredibly clever tools to help make you more productive. They are broken out into categories – planning, scheduling, goal setting, tasks, time and more. Two of my favorites are his “Concrete Goal Tracker” and ”When is Something Worth Doing?” Just ask yourself how often you have gotten into work that wasn’t worth doing? According to Seah, make a list of tasks that contribute to your business growth, with points assigned that reflect their relative income factors. Give lower weights to tasks that you already do frequently. If an activity is not on the list, it isn’t worth any points. You’ll see that the tasks here primarily are oriented toward generating revenue, making contacts and creating tangible assets. The big points are earned by the big tasks. There are enough small tasks that guarantee that you’ll do one or two of them every day. That feels good, and feeling good is an important part of maintaining a high level of engagement. Whether you decide to use the crafty productivity tools David Seah makes available on his site (also available at VisionCareProducts.com) or the down-and-dirty white-board method I employ, making yourself and your practice more productive is a simple matter of selecting the right tools and using them. n

TERRY TANKER PRESIDENT/PUBLISHER

WHEN IS SOMETHING

WORTH DOING? 10 It’s creating billable work 10 It’s getting new customers 10 It’s keeping present customers 7 I t’s marketing new products to present customers 6 It’s improving productivity 5 I t’s effective recruiting and hiring resulting in proper staffing 5 I t’s quality on-going training program 3 I t’s learning new methods of increasing revenues 3 I t’s using the latest computer technology 2 I t’s improving community presence

Email me at TTanker@FVMG.com V I S I O N C A R E P RO D U C T N E WS . C O M

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Views.

Sporting EYEWEAR

L JOHN SAILER VP, EDITORIAL

ocation, location, location; the old adage for real estate could also apply to sport eyewear. Among the many eyecare professionals we interviewed about this category, when asked how they determined who’s a good candidate, many said it was by virtue of their location. “Everyone’s very active in Boulder, so most of our customers are candidates,” said Chris Merciez, ABOC, of Envision Boulder in Boulder, CO. Kate Schamroth of Mollega Eyecare in Miramar Beach, FL, told us, “I live in Florida, so basically everybody needs a good pair of sunglasses whether or not they actually play sports.” Even Minnesota is sports-centric. “Think of a sport and it’s done here in Minnesota – cross-country skiing, downhill skiing, fishing, hunting, hiking, biking,” said Kat Leek, LDO, of Kat’s Eyes Optical in Duluth, MN. The more than 10,000 American adults who participated in last year’s VisionWatch report on Sports Sunglasses from The Vision Council also confirmed that not only are certain parts of the country more active in sports overall, but also specific regions are more likely to participate in specific sports: “Respondents from the Mountain-Pacific region and the Midwest region of the U.S. were slightly more likely to participate in sports than respondents from the Northeast and the Southeast regions. Participation

in specific sports was contingent on region as well. Camping, for example, was far more popular in the Mountain-Pacific (24.4%) than in the Northeast (15.7%). Similarly, 22.0% in the Midwest said they had taken part in fishing in the past year, while only 13.1% in the Northeast had. The Mountain-Pacific and Northeast regions were more likely to take part in snow skiing and hiking than the Southeast.” Beyond location, sometimes it’s a mandate that leads both children and adults to seek sport (and safety) eyewear. For children, organized sports often require that they wear it, and for adults, their profession can be the reason. “A lot of intramural sports require safety eyewear, so if a player needs a prescription, that’s where we come in,” said Michael Pepe of Delaware’s four-location Specs for Less. Rose Gilliland of The Eye Place in Birmingham, AL, told us, “We have a lot of military and police officers” as a reason for carrying ballistic level safety eyewear. That’s just a couple categories, of which there are many when it comes to sport (and safety) eywear, everything from ballistic level protection through safety goggles for children’s organized sports, from sunglasses to sporty looking frames that make wearers look and feel like an athlete even if they never set foot on the court or field or track. Even The Vision Council

divides sport sunglass wearers into a number of categories for its survey on the topic, including water sports, mountain sports, winter sports, extreme sports and road sports. Which brands do they choose? While sometimes it’s the features and benefits that sell, the decision often results from loyalty to a specific brand. “Personally, I like that Liberty Sport is available in enough sizes to take kids from 8 to 14 years old because most kids are loyal to their glasses brand,” said Nicole Finigan, FNAO, ABOC, of PD Optics in Livingston, NJ. The top ten recognized sport eyewear brands, according to the VisionWatch report, are Ray-Ban, Nike, Oakley, Adidas, Under Armour, Quiksilver, Maui Jim, Roxy, Ironman and Bollé. If it’s not brands influencing their decisions, it might be athletes themselves or some other celebrity. According to a recent Transitions PRO Facebook post, “Millennials are four times more likely than other generations to have their eyeglass purchasing decision influenced by a celebrity, athlete or online influencer.” Whatever the reason, whatever the sport, whatever the category of sport eyewear selected, be sure to always offer your patients the protection they need . . . and feel free to use this month’s focus on Sport Eyewear to inspire you on how to make that happen. n

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Think About Your Eyes.

DIGITAL EYE STRAIN:

There Are Solutions

By Lindsay Berry, OD

echnology has changed our habits and could be changing our vision. We stare at screens for hours at home and work, and smartphones are practically attached to our bodies. Our kids watch movies and play games on tablets while on a long flight and elsewhere. We don’t yet know the long-term effects of digital eye strain on patients. Baby Boomers, who started using computers in middle-age, when their eyes were developed and even becoming presbyopic, will have different vision issues than today’s youth who started Skyping with their grandparents and watching Doc McStuffins on a tablet at age 2. Because of this, digital eye strain is a must-discuss topic for optometrists and their patients, regardless of age. IMPORTANT FIRST STEP Understanding your patients’ profession is the first step. Do they work at a computer most of the day or sporadically? Are patients reliant on their smartphones or tablets? Do they spend time gaming on these devices? Pediatric patients are of special importance,

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given the exposure to screens they’ll have over their lives. Computers are increasingly incorporated into a variety of subjects at school, and students often complete their homework on the computer. This brings their total screen time to several hours a day, and that’s not counting time spent playing games, texting and doing other activities on smartphones and tablets. In my practice, many parents have expressed concerned about their children’s exposure to blue light. Specifically, they want to know more about its effects on vision. SCATTERING LIGHT Blue light is light on the visible spectrum that has a short wavelength and a high amount of energy. Blue light is not harmful to the eye in small amounts, but long periods of time using digital devices increases the risk of developing symptoms from blue light exposure. These symptoms – which include eye strain, eye fatigue and blurred vision when working on devices – occur because blue light scatters within the eye, making it harder to focus clearly. The good news is that many lenses have been developed that help block blue light that

is emitted by devices. This allows for improved visual efficiency and fewer symptoms. TOP PRIORITY Helping our patients understand that their daily habits affect their vision is a top priority. We often only see patients once a year at their annual comprehensive eye exam, and we have a limited amount of time to show how their lifestyle affects vision health. Think About Your Eyes, the vision industry’s awareness campaign, reminds patients yearround that their vision is important. It does so via TV ads, radio commercials, online video and banner ads, and social media. Encouraging patients to schedule an annual eye exam is the most important message we can convey, and it is the first step in monitoring any issues increased screen time may present. n Lindsay Berry, OD, practices in Plano, TX. She specializes in neuro-optometry, helping children and adults with problems that can affect vision development and visual performance. Berry is one of the more than 19,000 doctors listed on the Think About Your Eyes online locator. First Vision Media Group is a media partner of Think About Your Eyes.

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vision care

product news

Insider. LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW

MARC 266/S

PASSPORT TO PARIS Save the date for SILMO Paris, Sept. 28 to Oct. 1. Brand new at this year’s show is SILMO NEXT, a think tank to identify market trends, innovations and forecasting. In addition to the annual SILMO D’Or Awards, this year’s show will also include SILMO Academy training programs and the SILMO M@TCH app, designed to easily schedule meetings and discover new products. SilmoParis.com

A MARC JACOBS MOMENT Safilo partnered with Marc Jacobs in March to host #mjsomewhere, a social media campaign highlighting the Marc Jacobs Spring 2018 eyewear collection. This overnight experience, held March 22 to March 23, featured “visual and story-telling elements” from 13 influencers in global fashion at various venues within The Venetian and Palazzo hotels in Las Vegas. 800.631.1188 Safilo.com

SETH HAMOT, FORMER CEO OF SPY OPTICS, PASSES AWAY DOING GOOD Eyemart Express donated more than 1,100 eyeglasses to Cedar Springs Vision, a Dallas-based non-profit organization that provides vision and eyecare to those in need and operates a clinic with the University of Houston College of Optometry, serving residents of the Salvation Army, the Dallas Housing Authority and Interfaith Family Services. 888.372.2763 EyemartExpress.com

The former CEO of SPY Optics passed away March 22. Seth Hamot, who fought a 19-month battle against lymphoma, was chairman of SPY’s board of directors and served as CEO from 2015 to 2017. “The entire SPY family was incredibly saddened to learn of Seth’s passing,” said Fir Geenen, CEO. “Seth left SPY a better place than he found it, and it goes without saying that he will be missed.”

To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER 12 | VC P N M AY 2 018

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vision care

product news

Insider. ON THE CALENDAR

VOTER’S CHOICE Swiss sunglass brand INVU was chosen by an exclusive group of 5,000 international travelers as a finalist for the Global Travel Retail Award, Eyewear Category. Designed and engineered in Switzerland, INVU sunglasses come with polarized lenses from Swiss Eyewear Group. INVUEyewear.com

Keep Aug. 22 to 25 open for Envision’s annual conference on low vision, which will be held in Wichita, KS. Ione Fine, PhD, professor of psychology at the University of Washington in Seattle and expert in brain plasticity and sight recovery technology, will be the keynote speaker. The conference includes 90 hours of clinical education, and research sessions, and attendees can also earn CE credits through various agencies. EnvisionConference.org

ALL IN A YEAR’S WORK

SEEING RESULTS Frames sold by ECPs who participated in L’Amy’s annual holiday charity program were recently donated to VOSH International, which ran a mission clinic March 17 to 25 in Bolivia. Optometrists from VOSH treated 1,500 patients in the rural town of Vallegrande, and L’Amy provided the frames and sunglasses. The charitable program, “Help the World to See a Better Tomorrow, Today,” ran Sept. 1 through Dec. 31, 2017, and for every frame sold, L’Amy donated a pair to those in need through various charities.

Think About Your Eyes’ 2017 campaign, focusing on the importance of scheduling eye exams, generated 3.4 million eye exams last year. Its success was measured using the marketing mix model, a method used by consumer brands to show effects of marketing on sales and revenue, which also analyzed contributing factors to the creation of eye exams. According to TAYE, the increase in exams and shortening of the exam cycle resulted in $752 million of additional industry revenue. ThinkAboutYourEyes.com

800.243.6350 LAmyAmerica.com

LICENSES + AGREEMENTS Marcolin Group and Moendi inked a joint venture agreement for Moendi to distribute select Marcolin brands in Mexico. Alternative Eyewear entered an exclusive agreement with Thema Optical to distribute iGreen and Osix eyewear in Canada. L’Amy Group entered a multi-year agreement to design, distribute and manufacture Chris-Craft ophthalmics and sunglasses for men and women, the first collection of which will be introduced at SILMO Paris later this year. WestGroupe will distribute Moleskine eyewear in Canada and will launch an ophthalmic collection for men and women this spring

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HIRES + PROMOTIONS Kenmark Eyewear appointed Laura Howard designer of Lilly Pulitzer eyewear Running and Cycling Enterprises (R.A.C.E.), exclusive distributor of Rudy Project and XX2i Optics performance eyewear in North America, hired Jay Weber as sponsorship marketing manager.

Staffing changes at DeRigo REM: Jordan Gerardi was appointed Central East Coast regional vice president and Mark Mixon Central West Coast regional vice president; Jim Sepanek was promoted to vice president of business development; Claudio Ninotti was named executive vice president of finance and operations; Samantha Fasulo was promoted to marketing director; and Doug Pocrass is now supply chain director. The New England College of Optometry named Howard Purcell, OD ‘84, FAAO, Diplomate, as 13th president of CEO. He succeeds Clifford Scott, OD, MPH, who is stepping down after nine years.

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Leadership.

STAY HUNGRY:

Why Disruptive Leadership Works DISCOVER HOW DISRUPTIVE LEADERS BUST LACKLUSTER EMPLOYEE BEHAVIORS AND STRIP COMPLACENCY TO CHANGE THE GAME AND CREATE FIRST-CHOICE ORGANIZATIONS. By Sandi Coryell

omplacency is the dirtiest word in business today. Allow it to seep into the DNA of your organization and your business will go down faster than Jack rolled down the proverbial hill. Whether it shows itself in tired product launches, unmotivated customer service or disengaged employees, complacency is a core malady affecting every company you’ve ever watched flail and drown. It’s the C-word that is capable of silently infiltrating every level of your organization before you even know what’s hit you. I know firsthand because I led an organization that was quickly sliding from “top tier” to “also-ran” because the demands of the day were winning out over the need for forward thinking and a stay-hungry attitude — and I was too busy to see it until it was almost too late. That humbling experience taught me that the front line of defense against complacency is truly disruptive leadership. Disruptive leadership fosters a culture

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of game-changing innovation that provides the framework and motivation to generate ideas and execute solutions. It’s an essential skill for any business leader, from a small start-up to an established multi-generational business, with the desire to transform organizational processes and behaviors and ask, “Why haven’t we thought about our business and culture this way before?” Leaders bold enough to break the rules, redefine the playing field and effectively disrupt the status quo on a daily basis are the most effective long term at engaging their teams and driving results that go beyond what others are satisfied with — from the everyday to the extraordinary. Ideas, executed well, are the real currency of success in any competitive marketplace. Of course, the demands of the day coupled with constantly cooking up new ideas can put a strain on even the best teams and, as a leader, you’re constantly faced with the challenge of keeping people motivated and engaged while simultaneously asking for both high levels of creativity and excellence.

Leaders bold enough to break the rules, redefine the playing field and effectively disrupt the status quo on a daily basis are the most effective. And that is the twin-headed beast that almost brought me to my leadership knees. My team was fried — burned out after working endless hours punctuated by a mountain of client requests and motivation-busting revisions. A team that was long known for valuable ideas was now going through the motions of simply getting through the day, focusing only on what had to be done and never wasting a brain cell on what could be done. The problem was that the more this behavior developed into the new way of doing things, the more likely it was going to sink us long term. Top talent would leave, clients would be ticked off at us and looking around V I S I O N C A R E P RO D U C T N E WS . C O M

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Leadership. for a better solution, and product launches would ultimately fail amidst mundane strategy and lackluster execution. I knew gathering everyone together and enthusiastically imploring them to “win one for the Gipper” simply wasn’t going to cut it. We needed a fast moving change of attitude, and we needed it to stick. So I developed the Deviant Advantage award. Beginning with the controversial name, the award was meant to shake people out of their complacency fog and push them into embracing the notion that we were going nowhere fast unless we started deviating from what had become the normal way of doing things, and we started doing it toot sweet. The award was simple enough. A sparkly top hat filled with $5 and $10 prizes awarded on the spot when anyone observed you doing something different. Since anyone could award the prize, everyone was on the lookout for random acts of deviating so they could be the one to grab a bullhorn and announce with great fanfare that a peer, a boss or some random person in the office had the guts to break from the pack and find a better way. Everyone wanted to participate. Such a simple award had a huge and immediate impact. First, it created an environment that organically gave people ownership for engaging in, spotting and rewarding small deviations from the normal way of doing things in the quest for better results. Second, the power of social proof, or peer pressure if you will, reinforced that even busy people have the bandwidth to spark creative energy that feeds on itself within a team. It’s tough to say “you don’t have time” to come up with a better way of doing things when periodic bursts of impromptu fanfare springing up around you let you know that others just like you have discovered a way to make it happen. The award not only stripped complacency from everyday tasks people were doing on automatic, but it also positioned the team to deviate on a grander scale and differentiate the organization’s results from the other competitors in the pack. NORTH OF NORMAL Disruptive leadership is not about being militant or making change for the sake of V I S I O N C A R E P RO D U C T N E WS . C O M

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change. It’s about being solution driven with a fresh approach — it’s about challenging the current way things are done. This idea of breaking out of normal patterns — both in modes of thinking and practice — is what drives disruptive leaders. Disruptive leaders stay hungry and develop teams and organizations that stay hungry, which is the fastest and most effective way to jump-start ideas and behaviors that distinguish an organization. They’re rule-breakers on a mission who refuse to accept the old adage that “near enough is good enough.” They’re confident forward thinkers who aren’t afraid to provoke. And they’re essential if you want to become a first-choice organization among talent and customers alike. Regardless of industry, it’s creativity that

Disruptive leadership is only effective if it ties to business strategy and goals that people understand. In that way, this entire rule breaking and deviating make sense. It blends a touch of the familiar with this entire boundary pushing, and sudden rule breaking doesn’t seem so risky. Disruptive leaders make people feel safe in their disruption. If you’ve ever been called a pot-stirrer or a loose cannon for suggesting something untried, you know the fear that can come from disrupting the status quo. Disruptive leaders eliminate this fear. They pay attention, they develop an “intuitive muscle” so they know where people’s heads and hearts are, and they support them from that starting place. They make disruption safe. In today’s competitive environment, first

As musician Frank Zappa said, “You can’t have progress unless you deviate.”

separates you from the also-rans. That creativity might manifest itself in the development of a piece of game-changing technology or simply in finding a new way to optimize your business operations to boost productivity — and thus profits. As musician Frank Zappa said, “You can’t have progress unless you deviate.” Disruptive leaders like writing new chapters — big and small — and the optimism and fun they bring to the organization generates blazing creativity, engaged teams and increased market share. A METHOD TO THE MADNESS Can’t all that disruption lead to chaos, and doesn’t chaos scare people? You bet, and that’s why the leadership part is as important as the disruptive part.

choice organizations know capturing a greater share of market is the lifeblood of long-term success. That takes teams who are fearless in pushing beyond complacency and into disruption that drives business results. Encourage your team to embrace the positive possibilities — to dig deeper without fear of reproach — and you’ll be amazed by just how far they can go. n Sandi Coryell is a business and leadership consultant, keynote speaker and executive coach with more than 25 years of experience leading disruptive teams and organizations to top tier success. She is the creator of The Deviant Advantage, a program that helps leaders and organizations separate from the pack and distinguish themselves as first choice companies. TheCoryellGroup.com M AY 2 018 VC P N | 15

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Company Culture.

HUNT FOR Opportunities

THE

FAILURES, CHANGES AND UNEXPECTED EVENTS HAVE THE ABILITY TO EITHER DESTROY OR ADVANCE; IT IS IN OUR OUTLOOK AND RESPONSE THAT ALLOWS US TO TURN THESE FAILURES INTO OPPORTUNITIES. By Jay Forte

urs is an unpredictable world. Many times, regardless of how effectively we plan, some things just fail. The dinner party that should have been great based on the planning, but the meal was a disaster. The meeting’s presentation that was well prepared, but then the equipment failed. Or, a disciplined and diligent savings plan that lost nearly half of its value. These challenging situations define our days. Some curse and yell; others see them for the opportunities they present. Poet Maya Angelou writes, “I’ve learned that you can tell a lot about a person by the way he or she handles these three things: a rainy day, lost luggage, and tangled Christmas tree lights.” Thomas Alva Edison experienced repeated failures. His true success was not his invention of the light bulb, but rather it was his tenacity and outlook that believed failures were a means to gain new information and new perspectives. Our most successful employees are not those who land on their feet after every project or event; instead, they are those who have the persistence and optimism to learn from difficulty and use what they learn to re-imagine, recreate and re-experiment. They are the ones who have

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learned to be positive and to constantly hunt for opportunities. Organizations that constantly hunt for opportunities, perform better, innovate more and succeed in tough times because they possess the following qualities: They create, support and live a culture that teaches, inspires and encourages

Each of us has the potential to be great at certain things; we each have intrinsic talents and strengths.

employees to look for the opportunity in every event. Failures are unparalleled opportunities to reinvent success. These organizations “celebrate extraordinary failures and punish average successes.” Effort, innovation and intent are celebrated; unusual, non-conventional and non-conformist

perspectives are applauded. Occasional failures show that employees are pushing performance to the edge. As Tom Peters states, “A day without a screw-up is a day without enough reach.” These workplaces encourage their employees to focus on the positive; they create a culture that is open, free thinking, and believes “yes we can.” They commit the time and effort to help employees learn their strengths and use them to develop opportunity-thinking. Each of us has the potential to be great at certain things; we each have intrinsic talents and strengths. Successful employees know their talents and understand that these talents help them to be naturally perceptive in certain areas; they commit to deliberative practice in developing these areas. They focus their hunt for opportunities in their talent and strengths areas, areas in which they have the greatest insight. They focus on learning and actively solicit input from everyone. Organizations that hunt for opportunities are always learning, asking great questions and are exceptional listeners. They listen to new perspectives, facts, ideas and dreams. They listen to customers, employees, vendors and strangers. They read books, blogs, periodicals and newspapers. They read and listen to topics that may appear to be unrelated. They regularly ask, “How

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Company Culture.

Successful organizations know nothing lasts forever and they must continually reinvent themselves.

about?” or, “What if?” They assess what they hear; they consider everything. They then share what they hear with their teams to expand their hunt for opportunities. They focus on exponential, not incremental, opportunities. All discussions of opportunities are directed to significant, not average, results; performance “lite” is unacceptable. They use the information they glean about the market, customers, strengths and trends to consider opportunities that have the potential to be significant. Successful organizations know nothing lasts forever and they must continually reinvent themselves – each time more significantly than the last. These organizations constantly review what they do; they focus on the exponential in their hunt for exponential opportunities. They share success with everyone. Today’s best ideas are not uniquely resident in management. Organizations that hunt for opportunities realize that opportunity-thinking must happen at every level. Therefore, all successes are openly shared and celebrated. Failures are communicated to inspire employees to rethink, redefine and reinvent. In an intellectual workplace, innovation, inventing and opportunity hunting must be core expectations of all employees; every employee must watch, listen and communicate more effectively to identify improvements and opportunities. The more successes are shared with everyone, and failures are seen as a way to improve, the more performance- and idea-risks employees will take

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– all in the hunt for opportunities. In today’s economy – where the regular, average or incremental approaches are not sufficient – successful organizations have mobilized their teams to be on the hunt for opportunities. It may be in a retail store that creates a new and more “hip” line of products that are less expensive. It may be a restaurant that now opens at lunch, creates a mobile delivery van, or a special take-out section, to appeal to a changed demographic. It may be a financial services firm that sponsors savings, investing and retirement education to create more savvy and loyal investors who better appreciate and value the firm’s conservative and pragmatic approach. Some people are distracted or discouraged by failure and change. Others see these

as opportunities for greater success. This perspective is encouraged and supported in a culture that is on a constant hunt for ways to be better and to make a greater difference. Not only can the hunt for opportunities increase your success, but it may help you invent the next product, service or idea the rest of us cannot live without. n Jay Forte is a speaker, consultant and nationally ranked thought leader. He applies years of research, along with his training as a CPA, working with organizations that want to successfully activate and inspire exceptional employee performance. For information on keynotes, speaking or consulting, visit HumanetricsLLC.com or FireUpYourEmployees. com or call 401-338-3505.

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Strategy.

HOW TO WRITE A

Business Plan LEARN THE WHYS AND HOWS OF CREATING A VISION FOR YOUR BUSINESS FROM ONE OF THE EXPERTS.

By Guy Kawasaki

our plan should be alive. I work in the surreal world of Silicon Valley, where venture capitalists fund companies based on PowerPoint pitches and executive summaries. My friend Tim Berry rightfully points out that business plans still serve an important role in “the rest of the world.” He’s right, and he should know because he’s the president of Palo Alto Software, the principal creator of Business Plan Pro, and the author of a blog called Planning, Startups, Stories. I talked to him recently about business plans.

WHO EVEN READS BUSINESS PLANS ANYMORE? How about, “Who should read a business plan?” It’s not about whether venture capitalists read plans; it’s about planning to make your business better. So here’s who should read a plan: First, you the owner, manager, author of the plan — and you’d better be the owner of the plan, too — not some consultant. The plan is by you and for you, and if tracking it, reviewing it, managing and executing it aren’t important to you, then you don’t understand planning. Planning isn’t about the document; it’s about controlling your destiny, running your business better, setting goals and tracking progress, and keeping your eyes on the horizon while not tripping over potholes in front

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of you. If you’re not going to read it regularly, then don’t ask anybody else to. Second, team members, boards of directors and collaborators. A business plan is a way to coordinate, communicate, and collaborate with accountability and tracking. It should get all the key people on the same page. Nobody can execute a plan they don’t know about. Third, relevant outsiders. Banks, investors, boards of advisers, key consultants, and even occasionally— but only with caution — vendors or prospective new high-level employees.

WHAT ARE THE MOST IMPORTANT QUALITIES OF A PLAN? First, a plan should set priorities with the understanding that you can’t do everything. After all the buzzwords and analysis, strategy is focus. What can you do better than anyone else? What’s your core competence? Second, specifics. What’s going to happen, when, how much is it going to cost, and who’s responsible for it? Third, cash flow. Growth spurts in a company are good things, meaning more sales, and presumably more profits, but unplanned growth can suddenly suck up liquidity and, in the worst cases, kill the company. Growth without prior planning can be as fun as a hard kick in the stomach. Here’s a story to illustrate the concept of growth versus cash flow: Willamette River runs through Eugene, OR. More people drown in the slow deep portions of the

river than in the rapids because people think they’re okay when it’s slow. Cash flow is like that. You think it’s okay when you’re growing and profitable. Profits are good, but cash and profits aren’t always timed together.

IN WHAT ORDER SHOULD YOU DO THE SUMMARY, PITCH AND PROJECTIONS? That’s a chicken-or-egg question, and the answer depends on who you are, how you think, and how you work. I go through periods of months — and in at least one episode, years — in which I think in broad bullet-point terms first, then fill in details, and then I’ll swing over and start thinking in numbers and projections first, then filling in the concepts. I’ve watched people for a lot of years, and it’s a style question. What’s most important with this order of execution is to understand that it will never be sequential. In whichever order you do it, you will always be doubling back. I’ve done it in every conceivable order, but I’ve never done a plan from step one to step N. Fleshing out the second step will almost always bring up reasons to revise what you did in the first step, and the third step will make you rethink the first two.

WHAT ABOUT THE THEORY THAT YOU SHOULD DEVELOP A PITCH INSTEAD OF A PLAN? A good presentation is a great way to communicate the core of a plan, but it doesn’t V I S I O N C A R E P RO D U C T N E WS . C O M

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Strategy. substitute for a plan. A pitch without a plan is like a movie trailer without a movie. The plan and the pitch should work together. Which comes first is, again, a matter of personal style, but it’s crazy to have a pitch without a plan, or, if you’re looking for investors, a plan without a pitch.

WHAT’S THE OPTIMAL PROCESS FOR WRITING A BUSINESS PLAN? Grab whatever part gets your attention first, and get going. Understand that it’s not sequential. It’s iterative, and a good plan is never done. Some people do the numbers, then the concepts. Most people do concepts first, but it doesn’t matter. Planning isn’t a waiting room where you sit until you’re done. Build it in parts, mix and match, choose items from a menu. If you like, do a sales forecast, and see where that leads you. My favorite process starts with what you want for the business in the long term, then moves to establishing a concept: • What are you best at, how do you want the world to distinguish your business from all others? • Then it goes to the marketing: what message, to whom, through what media? • Then it goes to sales forecasts, costs, expenses, and last but frequently most important, cash flow. Key concept: a good business plan is never done.

WHAT ARE SOME OF THE COMMON MISTAKES? The worst by far is focusing on the plan instead of planning. This generates the idea that you create a plan as a document, and the related misunderstanding that the plan is for somebody else. You don’t postpone life while you’re developing a plan; you’re always developing the plan. In the meantime, get going. Here are some other common mistakes: • Blue-sky blurry: lots of strategic thinking without any hard facts. Planning requires specifics: dates, deadlines, responsibility assignments. • Trying to do everything. I use the rule of displacement: Everything you do rules out something else. • Thinking that being the lowest-price option is important. It isn’t. The price and volume thing they talk about in economics classes is for 200-year-old lumps of coal, not your business.

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Use price as a statement of quality. Leave the low-price strategies for Walmart and Costco. • Mistaking profits for cash. Profitable companies go broke all the time. You don’t spend profits. Plan your working capital well.

projections. Don’t be afraid to use PDF documents. They travel well and are convenient for all concerned. And let your readers decide whether they want a hard copy.

10.

WHEN DO YOU REVISE A PLAN? You need to revise a plan regularly, like steering a car or walking, both of which are constant small-course corrections; but you also need to stick to a strategy consistently for two to three years at least to see it working. It’s better to have a mediocre strategy consistently applied over a long term than a series of brilliant strategies contradicting each other every six months. The hard part is knowing which is which. Don’t ever stick to the plan like running into a brick wall just because some cliché says you’re supposed to. That’s just dumb. But you also need the patience to let things work. Sometimes we keep solving the same problem repeatedly because we don’t have the patience to let the first solution work before we change to the next solution. It’s paradoxical.

WHAT’S THE BEST FORMAT? Form follows function. Planning isn’t about the document. It’s about the planning process that creates management. The vast majority of business plans are for the business themselves — not to be read by outsiders, and they should stay on a computer, and in bullet points, and financial projections because that’s how they can be used. Unless your plan needs to go to outsiders, keep it simple and practical. I’ve been running my company with a business plan for 20 some years now. It gets revised often, discussed and managed often. But we print it when our bank asks for it — maybe every five years or so. However, when you do have a “business plan event,” as we call it — meaning loan application, investment opportunity or review for board of directors or advisers — then give your readers a break. Include charts to illustrate numbers. Use easy-to-read bullets. Use 12-point fonts for people over 50. Make an easy outline to follow. Include an executive summary that could stand alone if it has to because it will. Have chapters describing the company, what it sells, the market, the plan specifics — strategy, tactics, and programs, the management team, and the financial

HOW CAN YOU PROJECT NUMBERS FOR A NEW BUSINESS WITH NO HISTORY? Aim for the educated guess. Educate the guess with back-up information laying out assumptions for how many potential buyers, what sort of penetration process through the market you’re projecting, and what experience shows in other industries. Look for indicator factors you can tie your numbers to. Don’t sit around debating projections— start selling. Prove your sales projections with sales. And remember: Start the planning process immediately. You’re projecting a new business only until you’ve finished the first month. You’re laying down a plan so you can track the difference between plan and actual results. Your plan will always be wrong, but you’ll be tracking where, why and in what direction. HOW DO YOU KNOW WHEN YOU’RE DONE? A good business plan is never done. You’re going to be circling back around it for as long as you care about your business and want to manage it better. If your business plan is done, then get out of that business because it’s dead. You’re always moving toward the horizon, and you’re business plan is always there to track where you’re going, mark the steps and help you steer. The absolute worst business plans ever, anywhere, are those plans in a drawer somewhere. If you’re not keeping it alive, it’s not planning; it’s just a plan. It’s history. It’s of no business value. n

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of The Art of Social Media, The Art of the Start, APE: Author, Publisher, Entrepreneur, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College. GuyKawasaki.com M AY 2 018 VC P N | 19

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Planning.

BUILDING AN OPTICAL

powerhouse AFTER 22 YEARS BUILDING AN OPTICAL PRACTICE ALONGSIDE AN INDEPENDENT DOCTOR OF OPTOMETRY, I RECENTLY REVISITED THE VISION STATEMENT FOR MY RETAIL LOCATION.

By Dana Sacco

n the time that I developed my practice I also earned what I like to call my street MBA. Basically, I have made every mistake in the book and reinvented myself many times. How is that for credibility? To really hone my craft I have taken opportunities to develop my professional interests. I found inspiration and mentorship in leadership opportunities (associations and colleges), training and development opportunities (working with manufacturers and educators), and a career in management consulting (developing and revitalizing dispensaries and medical practices). I also moved my established practice to a bigger location with a growth-focused design and opened a second location. It’s been a year of a lot of changes, but this definitely taught me a lot and forced me to look at the optical business through a fresh lens. THREE PHASES OF BUSINESS Today, I find myself in a curious dichotomy. I have a full-fledged, mature eyecare practice poised for expansion. It is indeed time to revisit my vision for the retail business. I am in a different place now, and the business has different needs. To clarify, it helps to understand the three phases of business:

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1. BUILD PHASE Often business resources will suggest it takes three years to establish yourself in business. This is a time for rapid and aggressive growth strategies. While it may be true that the first three years will define the winners of the emerging business battle, it takes much longer to grow a business. In eyecare, we have a longer business cycle. Our patients typically purchase in two-year cycles. How many cycles must an eyecare practice sustain before there is just as much repeat business as there is new business? How do you minimize attrition? My experience has shown me that it is in year six that you start seeing some traction and reliable data that you can start to count on. At this point you have a batch of customers who are repeating with you for the third time, a batch of customers who are repeating for the second time and of course the very valuable new customers. The key difference among these new customers is that a healthy percentage are coming from soft referrals or your reputation in the community. This key factor differentiates a new business and a maturing business. In the build phase the main focus is growth. Since the prevalence of smartphones and instant and pervasive access to the internet,

marketing, social media and influencers have revolutionized how we communicate with our clients. Communication is the key to reaching and exceeding achievable growth targets. Maintaining communication and building a reputation as the top choice provider for eyecare is difficult in a political environment that restricts communication to protect privacy. Newsletters and direct mail are two strategies, but building your own influencer status and simultaneously aligning yourself with the top influencers in your community can be more effective. Millennials are four times more likely than other generations to have their eyeglass purchasing decision influenced by a celebrity, athlete or online influencer, according to a recent Transitions PRO Facebook post. Clients move, clients die and some clients just choose to shop elsewhere. The more products you provide to a client the less likely they are to shop elsewhere. Eyewear is heavily commoditized, so understand the difference between providing a product and providing a solution. Embracing technology and the ability and opportunity to stay connected means offering multiple channels to purchase. Although it’s hard for an independent V I S I O N C A R E P RO D U C T N E WS . C O M

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Planning. retailer to compete with huge online marketers, having a strong web presence reduces attrition. As your clients move or travel they can still seek you out for information and products. For many people this keeps your business relevant and helps build loyalty. Clients look for ease and convenience. Technology is so accessible it means even independents can invest in multiple distribution channels. My biggest growth phase happened when I added e-commerce supported by consistent communication across all social media channels. In store, offer your clients a second and third pair of glasses to meet each lifestyle need. Offer contact lenses. Upgrade your clients to premium brand name products to leverage the loyalty that those brands have built. In order to build a valuable team, step back and reflect on what phase your business is in and if your vision for your business embodies your goals. It is absolutely acceptable to dream big in your vision statement. Conversely, your mission statement will then outline how you plan to achieve your goal, but the vision sets the tone for the business and gives each employee confidence when faced with making decisions during daily operations. Every day your staff must make independent decisions on your behalf. Does your vision statement resonate with your staff? Can your staff sincerely ask themselves if their daily decisions advance the vision of the practice? This is an engaged staff that is “in it to win it” for the business. If your vision statement does not resonate with your staff, you may ask yourself why they are on your team. You may ask yourself if you are in touch with your vision statement. Have you shared your goals with your staff? 2. MAINTAIN PHASE Once a business has evolved to the maintain phase, a very delicate formula of growing at a rate just a little bit greater than the natural attrition of the business (the rate of loss of patients to death, geographical/demographic changes, loss to the competition, drop out from the industry/not needing eyecare). This is the time in the business where the existing relationships must be nurtured and maintained. It is the time to increase your per customer purchases by dollar value and volume. V I S I O N C A R E P RO D U C T N E WS . C O M

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It gets exhausting because the rate at which you can find new purchasers is difficult to sustain without impacting the quality of service that the existing clientele are used to. Payroll costs and inventory costs need to be managed to achieve financial success. You spent your first six to 10 years growing your business. Now you are managing your business, and the subtle paradigm shift should impact your role in the business. It’s exhausting in an economic sense because you have probably penetrated a large percentage of your immediate community. Depending on the growth trend of your immediate community you are now drawing from a smaller pool of new clients. It’s time to get the existing patient working for you. This is relevant in both asking for referrals and asking for online reviews and being tagged in social media posts.

The goodwill that you have poured your heart and soul into can be your biggest asset or your worst enemy. The business must always have a sustainability plan to deal with environmental factors such as natural disasters, pandemic planning, economic downturns and a talent gap. The maintain phase means the identity of the practice should be solid. Your community should easily identify what you do and your approach and offerings. Now you are building a reputation and a presence. Know what you do . . . and what you don’t do. Do your clients firmly identify with your position in the marketplace? High end, low end, designer brands, boutique brands, specialty work, services? Does your practice streamline its offerings, or are you a one-stop shop? There are no right answers to these questions. 3. DIVEST PHASE Is it time to find a successor? Legacy planning involves much more than a financial plan. An exit strategy is paramount to the springboard that will take you to the next step of retirement or another venture. This plan should be at least three to five years in

advance of the actual event. If you are planning to sell the business, finding the right economic buyer can take time. Do you actually know what your business is worth? Just as with the sale of a home, the owner tends to be much more attached to the business than a potential buyer. A professional valuation service is imperative. It can provide an unbiased snapshot of your business. Financial tools such as EBITDA (earnings before interest, taxes, depreciation and amortization), understanding the tax implications between an asset sale and a share sale, and understanding the value of your shares are necessary. It’s important to look at the initial incorporation of your business and understand the legal implications of a sale. The better your cash position is at the time of sale gives you more time and options. Do I want to sell? Do I have to sell? There are so many answers to these questions. Have you reached the pinnacle of your career and want to wind down? Do you have health concerns or a change in family circumstances such as taking care of an older parent? Has the business been a burden and now it’s time to cut your losses? Is it time to pass the business on to a relative (son or daughter), and how will you manage that transition? Getting back to basics, most people would agree that even in a multi-leader practice the face of the practice is defined by the attributes of the leader(s). The consumer, whether through good marketing or natural forces, is attracted to the characteristics the business projects to the community. The goodwill that you have poured your heart and soul into can be your biggest asset or your worst enemy. The eyecare industry is a unique retail experience. There are so many paths for a career for independent eyecare professionals. As a profession, ECPs are remarkably passionate about their businesses. Some rules apply across all aspects of business, and some are unique to eyecare. Finding where you belong and opening your mind to looking at your business objectively is a helpful exercise at any stage. n Dana Sacco, RO, is the owner of Inspired by Rossland Optical in the Whitby and Durham region of Ontario. M AY 2 018 VC P N | 21

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Location.

SELECTING A location HERE’S WHAT YOU NEED TO KNOW WHEN IT COMES TIME TO SELECT A NEW SPACE.

By Barbara L. Wright, CID

xisting eyecare professionals may ignore the symptoms of a problem office for years, but one day you have to face it. Your growth has flattened, the optical needs a facelift, and if you don’t do something, slow growth will turn into no growth and then fatal decline. Or perhaps you’ve been working for other practices for years and now it’s time to open your own. The only way to know if you can afford a new office is to determine cost, and the easiest way to begin is to start talking to a few local commercial real estate brokers.

DO I NEED A BROKER? Finding the right location is hard enough. Once you do it’s even tougher to negotiate the lease or purchase. Even if you stumble on a good location, you still need a broker. They are in the market and can research what the location is really worth. They can also negotiate the best terms and get concessions from the landlord that you might never think to ask for, such as more months of free rent, lower yearly rent increases, longer options or a smaller percentage cost for CAM (common area maintenance), for example. The landlord or seller pays their commission, so you have nothing to lose and much to gain. In a buyer’s market, incentives to woo desirable tenants and buyers may include free rent for several months, a lease or purchase price at below market rates, a generous build-out allowance, or possibly all three. 22 | VC P N M AY 2 018

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SIX TYPES OF LOCATIONS You must first decide what type of location will be best from among six types. 1. PROFESSIONAL BUILDING Professional buildings range from small commercial buildings housing three or four professionals, to large high-rise medical towers adjacent to a hospital. If you have an established practice in a medical building, relocating it into a larger space with a new modern optical will enable you to continue your growth. However, starting a new practice in this type of location requires referrals from other professionals and a good marketing plan to attract new patients. The best location in a professional building is a ground floor space off the main lobby, preferably with a window. If people coming into the building glimpse your optical, some of them will walk in and become your patient. 2. STOREFRONT Many older practices are located in storefronts in the downtown commercial area of small towns and larger cities. Parking is often a problem. Unless your town or city is improving parking, you may be stuck with a practice whose growth is limited. A storefront does offer the possibility of walk-in traffic, but this depends on the particular location and even the particular block. Do your own informal count of pedestrian traffic on several different days and talk to neighboring businesses before deciding.

You can and should expect your eyewear sales to increase when you have a larger and more appealing optical. Some storefront locations have very little walk-by traffic, and that, coupled with a lack of parking, can make the establishment of a profitable practice impossible. However, a good storefront location with easy parking can make your practice convenient for your patients, bring you added walk-ins and give you visibility as a member of the community. 3. NEIGHBORHOOD SHOPPING CENTER Neighborhood shopping centers (also called strip centers) where the stores border the parking lot are fast becoming the location of choice for starting a practice because they offer good value. The walk-by traffic generated by anchor tenants can help a new practice. The most ideal space in a strip center is next to a busy anchor tenant or in an “end cap” unit with more visibility to the street. Less desirable is an inside corner. 4. REGIONAL MALL Leasing space in a large regional mall is neither for the fainthearted nor the financially insecure. It is the most risky place for a start-up and not recommended. V I S I O N C A R E P RO D U C T N E WS . C O M

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Location. Excellent foot traffic can give you a high rate of return, but rent will be high (likely based on a percentage of your gross sales), and it will cost more to construct because you must build your own storefront and interior. To be successful in a mall, you must have deep pockets, business acumen, experience in mall locations, and a highly competitive spirit. The name of the game here is location. Negotiate hard for a space that has maximum visibility and foot traffic. The mall landlord is likely to give little or nothing in the way of building allowances and will want you to get your space completed quickly to start collecting rent. But the design process can take longer because your designer or architect must get the plans approved by the tenant coordinator, who may be in another state halfway across the country. Even when the tenant coordinator is nearby, it might take two or three weeks to review your plans. So it’s especially important to negotiate for a long lead time before commencement of a regional mall lease. 5. FREESTANDING BUILDING Depending on the location and the design, a freestanding building can be totally professional, totally commercial, or a combination of the two. An established, growing practice fares well when relocating to larger quarters in a freestanding building. If you can afford it, buying or building your own building could be one of your best investments. Starting a new practice in this kind of location is more risky and takes more start-up capital than most new practices can muster. As with a professional building location, a good marketing plan must be implemented since you can’t count on walk-ins. A design that reflects the character of your practice is effective silent advertising. A simple brick or stone exterior with wellgroomed landscaping, good signage, and a large window that affords a glimpse into an appealing optical can catch the eye of potential patients driving by. 6. OFFICE CONDOMINIUM If building from the ground up is not for you, that doesn’t V I S I O N C A R E P RO D U C T N E WS . C O M

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mean you can’t own your office space. Office condominiums are just like residential condominiums but exclusively for businesses. Office condos often include a building allowance; the cost of your interior improvements is wrapped into the price of the condo unit. However, be prepared for the improvements to cost more than the allowance. You will have an owner’s association to which you will pay dues to cover maintenance, but a manager handles maintenance for the entire complex, so an office condo can be a great way to build equity without maintaining a whole building and grounds yourself. HOW MUCH SPACE? If you’ve been in practice for a while, you may have a good idea of how much more space you want. This will be tempered by how much more space you can realistically afford. You can and should expect your

An experienced and imaginative optometric designer can find creative ways to employ unusual wall angles or other unusual features.

eyewear sales to increase when you have a larger and more appealing optical. A 15% to 20% increase is about average. Many practices do even better than that. WHAT SHAPE IS BEST? The closer the shape of the space is to a perfect square, the more efficient your floor plan can be, especially for offices 3,000 square feet or larger. A rectangular shape can be quite efficient also, if it is not extremely narrow. The minimum width of even a small 1,500-square-foot office is 20 feet across and no smaller. Spaces that are 15 feet wide or less will be uncomfortable and crowded. A space 15 feet to 20 feet wide is “iffy” and should not be considered unless there is truly no better choice available.

If you are a solo practitioner and this is your first office, 1,400 to 1,600 square feet with two exam rooms will likely be an ideal size for you. Go smaller than that and you can end up with an optical that is too limited to produce sufficient frame sales. If yours is a mature, established practice with partners or associates you may need 3,000 square feet or more. Larger practices with three or four full-time ODs and 10 or more employees may need 5,000 to 6,000 square feet or even more. Odd shaped spaces (for example, an L-shape), or narrow spaces under 20 feet across, make it difficult to achieve smooth patient flow and high efficiency in the floor plan design. When the location of such a space is far superior to any other choice, you may decide to go with it, but if at all possible, increase the square footage by 20% or more. That gives the designer or architect some “wiggle-room” and a greater probability of designing an efficient plan. An experienced and imaginative optometric designer can find creative ways to employ unusual wall angles or other unusual features that make your office stand out from the typical box-like shape of most spaces. SITE EVALUATION You’ve probably heard that the three most important things about any piece of real estate are location, location, location. Whether we’re talking about a space to lease or land upon which to build, I would add visibility as the next factor on that list. Finding the very best location with the most visibility at a price that makes sense financially is your mission. It can take months or even years to find the right space depending on the market and economic conditions in your community. The factors of good location and good visibility are the most important whether you lease a space, buy an existing building or build a new building. n Barbara L. Wright, CID, prominent eyecare interior design specialist, heads one of North America’s most award-winning and successful optical design firms. A Certified Interior Designer, she has worked with over 1,000 top eyecare professionals since 1984. BarbaraWrightDesign.com M AY 2 018 VC P N | 23

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Value.

‘VALUE-ABLE’

eyewear VALUE EYEWEAR IS HOW YOU DEFINE IT; PRESENT YOUR FRAMES AS ‘VALUABLE’ BY FOLLOWING THESE DISPENSING TIPS.

By Nikki DiBacco, ABO, NCLEC, CPC

or some reason, the optical industry has decided in the past decade to rename low-priced frames as “value eyewear.” This is the biggest misnomer since “no-line bifocal.” Value is a perception. I can guarantee that most of my customers spending $600 on a limited edition, serial-numbered frame, of which I only sell one in each color, feel they have purchased eyewear with value. Why should only frames made in China with wholesale prices lower than $25 have this name? If anything, this lower quality product has less value, since it tends to fall apart sooner! Every piece you sell in your dispensary, whether it is low priced or high end, has value. Your job is to convince your customer it has value to them. WHAT IS VALUE? Value is defined as “an amount of goods, services or money considered to be a fair and suitable equivalent for something else; a fair price or return.” So, basically, value is a “good deal‚” not necessarily cheap. How do we figure out what people consider to be of “value” or a “good deal”? Well, you need to understand some basic

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Your average customers walking in the door have no clue about what optical products “should” cost. consumer thinking. Price, convenience, service, selection and quality are the factors that drive value. Businesses, be they billion dollar ones or mom-and-pop shops, concentrate on a few of those factors. Trying to offer every one of these factors simply confuses your customers and leaves them feeling like just a number, not

a shopper who purchased eyewear from someone who had their needs in mind. Also, remember that Baby Boomers are, well, booming in the optical industry, and they are a demanding lot. They grew up with the beginning of fast food and driveins, so they want what they want when they want it, and all for a good price.

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Value.

Every piece you sell in your dispensary, whether it is low priced or high end, has value. Your job is to convince your customer it has value to them.

THINK LIKE YOUR CUSTOMERS People do not buy products based solely on price. If we did, there would be only two choices of everything in the world, the store brand and some off brand competing for who could be cheaper. When you go shopping, while price may be a consideration, is that the only thing you look at? No, and for the most part, your customers shop the same way. These days, most of us are more concerned about spending wisely. So, a store that has good prices and good service will attract those customers looking for that. Likewise, having the lowest prices will bring in consumers whose chief concern is the bottom line. It’s not who you are, how they are treated, or getting the latest technology but price and convenience that these customers are concerned with. Let’s face it. Your average customers walking in the door have no clue about what optical products “should” cost. They usually gauge their opinions on how much they think a product should be based on a few factors, they’ve shopped around, they’ve purchased similar products in the past, they’ve spoken with friends or family who have made similar purchases, or they recognize brands and materials. You can only control one of those factors, the last one. Why do you think there is a multi-billion dollar industry whose sole

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purpose is marketing? Well, in this case, it’s to help you sell your frames and lenses! It’s why point-of-purchase materials should be front and center in your dispensary. Use the millions of dollars that have been spent nationally to your advantage. There is another, less obvious factor, and it’s the hardest to nail down, and that is your customers’ perception of you, your store and your trustworthiness. Average customers don’t know one lens from another. They just know that you seem pretty passionate about one of those and assume that you will give them the best lens for their needs. MAKE IT ‘VALUE-ABLE’ Make your pricing obvious and simple to understand. Don’t confuse your customers with a lot of add-ons. They will get frustrated, feeling that you are taking advantage of them. Ask them what they want. Once you determine what their needs are, give them a total price, explaining that this would fulfill all their requirements. Keep your target market in mind when creating your pricing structure. If you are going higher end, keep prices rounded, and use a consistent mark-up. If price is your number one priority, try the age-old gambit of putting .99 on the end of products. Most customers perceive $11.99 to be cheaper than $12.

Try looking into private label or house brands, those non-branded, ‘bread-and-butter’ brands most frame manufacturers produce. They are usually of similar quality to the branded products, but they carry a lower price point. Offer a generic brand of lens treatments as well as the premium brand. You can explain the difference in the “good-better-best” scenario, helping your customer feel better informed about their choices. And remember, you cannot be all things to all people. You are going to have some people walk out your door. But how you treat them for the time they are in your store may just have them coming back someday to buy the eyewear that you sell and that they perceive as “value-able.” n Nikki DiBacco, ABO, NCLEC, CPC, has worked over 30 years in the optical industry in every aspect of the ‘three Os,’ starting her career as a contact lens technician and eventually opening and managing four optical shops, selling three and still retaining ownership in one, her most unique and upscale eyewear boutique. She is a certified professional coder (CPC) as well as ABO/NCLEC certified, an ABO certified speaker, and co-founder of consulting firm The Visionaries Group The.VG.

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Generations.

5 Tips FOR 5 Generations HERE’S HOW TO REACH ACROSS THE YEARS TO FIT EYEWEAR ON FIVE DISTINCT AGE GROUPS. By Jennifer L. FitzPatrick, MSW, LCSW-C, CSP

yewear buyers come in all shapes and sizes—as well as all generations. Everyone knows the best way to meet patients’ needs is by listening to what they are looking for and offering them solutions that match. But are you able to truly understand what customers of different generations want? Most of us communicate the way we like to be communicated with—and much of that preference has to do with our generational affiliation. Here are five tips on how to sell more effectively to someone who is not your age: Recognize that different generations exist. According to sociologists, you are currently serving approximately five generations. Today’s kids through those in their early 20s are Generation Z. Early 20s through mid-30s are Millennials. Generation X are your middle-aged customers. Baby Boomers—who are actually the only generation officially recognized by the U.S. Census Bureau—are those born between 1946 and 1964. Those born in 1945 or earlier are your oldest patients, the Traditionalists (also known as Veterans, the Silent Generation and the Greatest Generation).

Expect generational commonalities but don’t stereotype. Overall, Traditionalists have a tendency to defer to experts, particularly in healthcare. They also tend to be loyal to longtime providers. Further, when serving new Traditionalist customers it will probably be important to invest some time building rapport with them. But not all Traditionalists will be loyal, defer to you or care about you getting to know them personally. Some will do their homework ahead of time and come to you with specific ideas of what type of eyewear they are seeking.

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Baby Boomers and Generation X are much more likely to consider healthcare providers, including eyecare professionals, to be their partners. Most of the time, they are quite comfortable perusing your boards and showing you their selections. Of course, not every patient of these generations prefers a hands-off approach, but this is common. Millennials and Generation Z tend to shop around ahead of time and want online information about your products and services. Be sure your digital footprint is upto-date and you are actively seeking positive reviews that will impress them. Generation

The more we understand what makes our customers different, the better we can meet their needs. Z customers also often have much shorter attention spans than the other generations. That said, some of your younger patients may not research ahead, will rely more on your recommendations and expertise, and have plenty of patience for considering several product options. Make scheduling with you easy for each generation. Generally speaking, the younger customers are the more likely they will want to schedule online through e-mail, text, an app or a website. But most Traditionalists and many Baby Boomers still want to talk to a human being when making an appointment. Do everything you can to ensure you are accommodating the scheduling preferences of as many generations as possible by offering automated electronic options while still maintaining an office staff who personally answer the phone.

Be aware of generational references that may not make sense to a patient of a different age. Your

patient says he wants glasses exactly like Superman. What do you show him first? Are we talking about Henry Cavill, Christopher Reeve or Dean Cain . . . or possibly even George Reeves? Know that you can make mistakes with understanding references and providing appropriate examples whether you are older—or younger—than your customer. For example, if you are older than most of your colleagues, vendors or customers, be cautious about references that may seem “dated.” At the same time, be aware that responses such as, “That must have been before my time” to an older customer may be insulting. It’s more sensitive to mention that you simply don’t understand a comment. Read body language and facial expressions. If you aren’t sure if a question or remark made sense to a customer of a different generation, just take a look at your patient. Sometimes people don’t overtly tell you that they don’t understand a remark for fear of seeming ignorant, but you can usually observe confusion expressed in body language and/or facial expressions. The more we understand what makes our customers different, the better we can meet their needs. Just as we want to be sensitive to patients of different socioeconomic groups, culture, religions and sexual orientations, we also want to build awareness of how generational affiliation impacts communication preferences and needs. n

Jennifer L. FitzPatrick, MSW, LCSW-C, CSP (Certified Speaking Professional) is the author of Cruising Through Caregiving: Reducing The Stress of Caring For Your Loved One and a gerontology instructor at Johns Hopkins University. She has been featured on ABC, CBS, Sirius XM and in Forbes, U.S. News & World Report, The Huffington Post and Reader’s Digest. The founder of Jenerations Health, she and her team help healthcare organizations grow. JenerationsHealth.com V I S I O N C A R E P RO D U C T N E WS . C O M

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New.

PREPARE FOR NATIONAL SUNGLASSES DAY The Vision Council’s online portal at NationalSunglassesDay. com offers marketing materials to help eyecare professionals and their patients participate in the campaign scheduled for June 27th. Promotional collateral available at the site includes ready-to-use logos, social media images, downloadable posters and web banners. Created to encourage UV-protective eyewear sales in retailers throughout the country, National Sunglasses Day went viral last year, trending on social media and generating more than 900 million consumer media impressions. LRuhe@TheVisionCouncil.org NationalSunglassesDay.com

FIND OR POST JOBS AT IMATTERS.NET Redesigned for eyecare professional employees and employers, the new imatters website features hiring resources, guides, eyecare blogs and more. The “Find a Career” section for those looking for a job includes tabs listing featured careers, the latest blog posts, career growth and more. The “Advertise a Career/Hire a Recruiter” area offers employers the opportunity to either post their job opportunities themselves or enlist a professional to fill positions for them. Founded by Charisse Toale, MBA, ABO/NCLE, president and senior recruiter, imatters eyecare staffing is a network of over 150,000 eyecare professionals with solutions for every budget and hiring need. 866.412.4115 imatters.net

APP GENERATES ONLINE REVIEWS BUILD YOUR ONLINE PRESENCE According to Solutionreach, the online presence of your practice is the single largest deciding factor that determines if a patient will walk into your office. The facts are clear: “92% of patients now read reviews online,” and “80% trust online reviews as much as personal recommendations,” according to the company. So, in response to the question “Want to know more about how to create an amazing online presence?” Solutionreach developed the step-by-step guide, “4 Ways to Build Your Eye Care Practice’s Online Presence.” 800.995.8444 Solutionreach.com

EyeCarePro offers an app that helps you generate online reviews. According to the company, patient reviews have become the goto information source for many consumers, and Google Reviews specifically contribute positively to your search engine optimization strategy. “Don’t rely on software that drops reviews onto your homepage when you can use our review app that is simple, easy and provides third party reviews for your practice,” the company recommends, adding, “Better yet, you control who gets to review you.” While the app is generally available for $99 per month, it is available for free for those who sign up for certain EyeCarePro services. 866.886.4442 EyeCarePro.net

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under

CONTROL

FIELD JACKET’S RXABLE LENSES AND FLIGHT JACKET’S UNIQUELY FUNCTIONAL SHAPE ARE THE LATEST FROM OAKLEY, AND BOTH FEATURE OAKLEY ADVANCER, WHICH LETS ATHLETES CONTROL THE AIRFLOW.

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360. Oakley always keeps athletes with prescription needs in mind.

FIELD JACKET 940201

FIELD JACKET 940205

FLIGHT JACKET 940104

FLIGHT JACKET 940106

n the continued evolution of Oakley’s sport performance eyewear, the company’s newest, Field Jacket and Flight Jacket, both feature Oakley Advancer, a new airflow innovation that combats fog and overheating. With the simple pull of a toggle, athletes can harness cooling airflow on demand. Field Jacket is available in Rx, while Flight Jacket’s open-edge brow maximizes the upper field of view, creating a completely unique frame shape. About the Rxable Field Jacket, Will Conk, Oakley global product director said, “Oakley always keeps athletes with prescription needs in mind when developing products to exceed the

uncompromising demands of sport performance. The Field Jacket is a perfect example of that – by not only merging an aerodynamic design with innovative features but also pairing the sunglasses with Oakley Authentic Prescription Lenses and Prizm lens technology for the ultimate performance optical clarity.” Here’s how Ryan Barnes, general manager of Visioncare Arkansas and co-founder of Elite Sports Vision Academy, of Conway, AR, sees it: “Oakley Prizm eyewear is changing how athletes at all levels ‘see’ their sport. Vision plays a vital role in an athlete’s ability to perform at the highest level. In our sports vision training facility we demonstrate and encourage our athletes to wear and use the best sports

eyewear available. Oakley’s Prizm technology has given us a product we can use in conjunction with our high level training to help our athletes develop game-changing vision.” The Oakley Advancer airflow control toggle is another major advancement in both the new Field Jacket and Flight Jacket. “Sunglass fogging and overheating are common problems that athletes of all levels experience while on the bike, and Oakley set out to solve that problem with the launch of Flight Jacket and Field Jacket,” said Alison Jones, Oakley global product marketing director. “With the Oakley Advancer, a first of its kind innovative technology, athletes can now focus on their performance and not the conditions around them.” n

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800.733.6255

Oakley.com

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All STARS

ECPS DISCUSS THEIR PATIENTS AND THEIR PREFERENCES IN THE WIDE WORLD OF SPORT EYEWEAR.

RUDY PROJECT

n categories nearly as varied as eyewear itself, sport eyewear ranges from models for everyone from weekend warriors to professional athletes, from kids in organized leagues to adults who just want to look “sporty.” Features abound to improve performance and include sweat management, air control, and interchangeable lenses and temples. Frame materials are designed for durability and eco-friendliness, while lenses offer polarization and photochromic technologies for varying light conditions. Fitting patients with sport eyewear can be as challenging (and fun and rewarding) for ECPs as the activities their patients are pursuing when wearing these professional recommendations

SILHOUETTE ADIDAS

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Sport Eyewear.

SMITH OPTICS For 2018, Smith has launched its Who We Serve platform, dividing its products that meet at the intersection of life and sport into five categories — Velocity, Water, Land, Ridge and a fifth category so new it was unnamed at press time — with styles that provide all-out high-speed performance to technologies hidden behind streetwise looks. “This year is our greatest release of new products, innovations and designs within a single year,” said Eric Carlson, global brand director at Smith. “But what’s more important than the volume, is our focus. In really defining five user categories, and their needs and expectations for eyewear performance, Smith targets and defines who we serve more than ever, and we’re building product within each category with purpose-filled intent.” Moving forward, all Smith eyewear will be defined and developed under the new Who We Serve categories: Velocity (“designed for performance at full speed”) blends two proprietary technologies to address the needs of elite athletes and endurance enthusiasts. Offered in two sizes, the Attack and the Attack Max feature proprietary ChromaPop lenses with Smith’s new MAG interchangeable technology, a magnet-based innovation that enables fast lens swapping for varying light conditions with a simple click. Water (“purpose built for advantage on the water”) features the re-imagined Guide’s Choice originally designed in the early ‘90s. The larger facial coverage with 8-base lens curvature and wide temples reduce glare off the water. Providing 100% UV protection, they come with either Techlite TLT glass lenses or Smith’s proprietary ChromaPop polarized lenses. The lightweight yet durable frames are composed of proprietary Evolve eco-friendly material.

EMBER

Land (“crafted for all-purpose action”) mixes performance features for versatile athletes as they transition from the streets to the mountains, including two new frames — the Outlier 2 and the women’s specific Ember. The Evolve eco-friendly frames feature newly integrated no-slip megol temples for a slimmer design and added comfort. Ridge (“modern classics”) features the unisex Lowdown 2 and the women’s specific Caper. Eco-friendly Evolve frames with no-slip megol on the nosepads join additional features including auto-lock hinges and Rx compatibility.

OUTLIER 2

[Category Five] (“designed for the front edge of outdoors style”) debuts with The Comeback flat top and Crusader styles. Both are Rx compatible and made with Evolve ecofriendly material exclusively with ChromaPop lenses.

SMITH 888.206.2995 SmithOptics.com

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Sport Eyewear.

ROKA ROKA’s new Advanced Performance for Extreme Conditions (A.P.EX.) line of eyewear comes in five styles with up to ten Carl Zeiss Vision lens tint options so athletes can completely customize their eyewear. The A.P.EX. line consists of three frame options with multiple height configurations. An adjustable titanium core is lightweight and offers a customized fit. ROKA’s patented GEKO technology on the nosepads and temples ensure a snug fit. Lenses are standard with hydrophobic, oleophobic, anti-scratch, anti-fog and anti-reflective coatings.

ROKA 877.985.7652 ROKA.com Support@ROKA.com

If they have two eyes or if they have one eye or if they are a patient, the majority of people are appropriate candidates for sport eyewear. A lot of people are active and wear different shoes for different activities, so every time they change their shoes they should also change their eyewear because nothing is more important than the eyes. First and foremost they need to know that sport eyewear is available, and we as an industry don’t do a good enough job with awareness. So many people are out there snowboarding or mountain biking, and it’s what makes them happy, it’s what makes them look forward to Saturday or their vacation, so it’s ridiculous and our fault as an industry that they are not aware of available sport eyewear. What’s amazing about ROKA is that it doesn’t compromise performance or aesthetics, so it looks good and works equally well. — Rob Tavakoli, VP, Sport RX, San Diego

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Sport Eyewear.

I live in Florida, so basically everybody needs a good pair of sunglasses whether or not they actually play sports. It’s really about the lens. I usually show them a nice polarized pair and a tinted pair, and most people can see the difference and the need for a polarized pair. Beyond that they’re looking for protection, coverage and fashion. — Kate Schamroth, Mollega Eyecare, Miramar Beach, FL

COSTA Known for its polarized performance sunglasses handcrafted in Florida, Costa’s four new styles in its Core Sunglass Collection (Montauk, Cape, Tide and Bayside) feature a sweat management system with temple vents that improve air circulation and reduce lens fogging, channels along the temple that enable cooling airflow and wick sweat, thinner bottom eyewires that drain moisture from the bottom of the lens, and Hydrolite nose and temple pads that help manage sweat and heat while providing a secure fit and comfort.

Costa 800.447.3700 CostaDelMar.com Sales@CostaDelMar.com

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Sport Eyewear.

HILCO VISION There are three ways to play with Hilco’s Leader ProX Rx sports goggles — 1) frame with adjustable strap, 2) frame alone and 3) frame with strap-adapt. The temple release quickly changes temples to strap-adapt with the touch of a button.

Hilco Vision 800.955.6544 HilcoVision.com CustomerService@Hilco.com

FRAME WITH ADJUSTABLE SPORT STRAP

FRAME WITH STRAP ADAPT

We ask a lot of questions to make sure we are meeting patients’ needs: ‘So tell me about your typical day, the activities you enjoy.’ Whether they’re children, teenagers, adults, male or female, asking questions helps find out if there’s something we can provide for them. In most cases, the answer is yes. Obviously, safety and comfort are what they are primarily looking for. Then we make sure it fits under their helmet if it’s for baseball or bike riding, for example. A lot of patients like them to be Transitions for use in both indoor and outdoor sports. We switched 98% of our business to Hilco for their sport goggles, particularly because the end of the temple is adjustable and really comfortable, and you can remove the temple and replace it with a strap.

FRAME

— Denise Finch, Newton Optica, Newton, MA

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Sport Eyewear.

SWANK

Through conversation you can gauge what your patients’ needs and budgets are. I like to offer three different levels of pricing. In business for 20 years I’ve matured as an optician and learned to be as up front and honest with them no matter how much money they have or don’t have; everyone is equal. Tifosi is competitive for someone who wants a back-up pair but doesn’t want to spend a lot of money. I have a whole variety of active clientele who enjoy golfing, biking, running, or who just want a casual sporty look. With Tifosi you get a whole array of products. — Daniel Torrez, ABO, Olson Eyecare, Madison, WI

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TIFOSI

ALLIANT

Tifosi Optics’ Swank, a new style for spring 2018, features Grilamid TR-90 frames, hydrophilic rubber nosepads, an integrated hinge and polycarbonate lenses. New Tifosi Glide technology helps Swank slide on easily without pulling hair and ensures glasses stay in place. Tifosi Optics’ new Alliant for summer 2018 combines Grilamid TR-90 frames with polycarbonate shield lenses. Comfort results from adjustable ear and nosepieces, hydrophilic rubber on all contact points and four lens vents and two temple vents. Alliant is offered in four colorways with three interchangeable options and one Fototec option.

Tifosi Optics 866.310.0996 TifosiOptics.com

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Sport Eyewear.

To determine who would be appropriate for sport eyewear, I talk, talk, talk, ask questions and then listen to see if they are active in any kind of sport. Think of a sport and it’s done here in Minnesota — cross-country skiing, downhill skiing, fishing, hunting, hiking, biking — they bicycle year-round here. What they are looking for in eyewear is optimum performance, a lens that will give them what they need throughout the day from dawn to dusk in terms of brightness, polarization protection and the various lighting conditions. — Kat Leek, LDO, Kat’s Eyes Optical, Duluth, MN

CLEARVISION Standout styles in the Revo collection include the Huddie and the Windspeed. The gold Windspeed model features the new Spectra Serilium lens, a new addition to the Revo Light Management System. The Huddie is shown in Sea Breeze with Revo’s signature Blue Water Serilium lens, to enhance the wearer’s experience on the water.

ClearVision Optical Co. 800.645.3733 CVOptical.com CService@CVOptical.com

HUDDIE

WINDSPEED

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Sport Eyewear. Everyone’s very active in Boulder, so most of our customers are candidates for sport eyewear. It’s the power of their lenses that makes the difference because sometimes the Rx is too strong for a wrap frame. They’ve made great strides in lenses as far as prism thinning and compensation, but there are a lot of variables to consider. Zeal has a copper color lens that provides high contrast for low light conditions, better defining the edges of things. The gray lens is neutral and doesn’t change or distort colors. Some people are super sensitive to light such as a blue-eyed, nearsighted person, so sometimes dark gray is the only way to go. A good fit is also important with sport eyewear. Everyone here is real careful about fit, having long enough temples and fitting well on your nose; that’s why you shouldn’t order online. Zeal offers a lot of designs with a sport grip on the bridge and temples; the more you sweat the more they grip. And they are lightweight and eco-friendly.

MAGNOLIA

INCLINE

— Chris Merciez, ABOC, Envision Boulder, Boulder, CO

ZEAL OPTICS Replacing traditional plastics with plant-based polycarbonate Ellume Polarized lenses and Z-resin for frames, Zeal Optics sport eyewear is both lightweight and impact resistant. The lenses block 99.9% of glare and filter 95% of HEV light to reduce eye fatigue. Temple tips and nosepads of ProFlex rubber ensure a firm grip. The company shares its lab with Maui Jim, where its lenses are produced.

Zeal Optics 888.454.9325 ZealOptics.com

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Sport Eyewear.

MARCHON

Anyone who is active is a candidate for sport eyewear. As Nike used to say, ‘If you have a body, you are an athlete.’ Patients are looking for function and fashion, something that will meet their needs without an impediment. Some, such as those who don’t need correction, who wear contact lenses or who have had laser surgery, might just need protection. Others, such as athletes over age 40 who are still active, might need multifocals to see near targets such as a GPS or a speedometer on a bicycle. Nike has a very expansive line of both frames and lenses. For sport active, you need a frame that does what it’s supposed to do, fit right and doesn’t jostle around on the face. We talk a lot about fit and encourage the patient to bring in their helmet to make sure it fits perfectly. Sport safety frames do all that but can also take an impact, such as Skylon. My son has been wearing Skylon Jr. for seven years; it ups the cool factor but is very safe. Nike’s expansive lens line includes Max Optics, which features less distortion in the periphery even with higher prescriptions in a wrap frame. Then when you add tints, the lens offerings become more expansive with tints for golf, outdoors and high speeds for picking up contrast on the trails to see sticks and rocks.

EV0859

Marchon Eyewear 800.645.1300 Marchon.com CS@Marchon.com

LIBERTY SPORT Liberty Sport’s Helmet Spex Series is designed to fit under helmets and features a strap that contours over the ears for comfort. Soft rubber endpieces mold to the face and provide additional cushioning at key contact points, and venting grooves in the eyerim increase airflow and prevent fogging. Liberty Sport’s Sport Shift Series can switch from temple to goggle strap formats. Both come in extra large sizes.

Liberty Sport 800.444.5010 LibertySport.com

— Keith Smithson, OD, Northern Virginia Doctors of Optometry; Chairman, AOA Sports and Performance Vision Committee; Team Optometrist, Washington Redskins, Wizards, Nationals, Mystics, Spirit and DC United; Visual Performance Consultant, Washington Capitals

Most of the time the doctor starts the conversation about sport eyewear. She will ask the probing questions, making sure she talks about safety vs. regular glasses, which can’t be used for sport. Then we show them a smashed pair and go over the stats, that basketball is the number one eye injury sport and in baseball they can get their nose broken. For some patients we prescribe safety glasses for sport. Personally, I like that Liberty Sport is available in enough sizes to take kids from 8 to 14 years old because most kids are loyal to their glasses brand. The rubber nosepiece makes them comfortable and helps with fogging too. We have a lot of kids into martial arts who do well with Liberty. — Nicole Finigan, FNAO, ABOC, PD Optics, Livingston, NJ

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Sport Eyewear. With all the different styles of sportswear available in the market, most active patients are candidates for this type of eyewear. The vast majority of today’s patients are looking for sports eyewear to be comfortable, durable and fashionable. They want their frames to grip and not slip so that it will meet their activity needs. Maui Jim has a large array of sports eyewear that allows patients to receive the comfort they are looking for because of the strong and lightweight frame materials that also look great on. Patients appreciate the details that Maui Jim puts into their frames such as high performance rubberized pieces on the end of the temple and vented rubberized nosepads. Patients like the diversity of the MJ Sport shapes and sizes the frames are made in, in addition to the selection of lens colors that are available both in plano and prescription. Regardless of the sport or lighting conditions, Maui Jim’s PolarizedPlus2 lens technology provides a competitive advantage by eliminating 99.9% of glare. The result is a lens experience that patients will love. — Ethan J. Brown, Optical Manager, The Optical Shop at Greenwich Ophthalmology, Stamford, CT

MAUI JIM

KIPAHULU MARLIN

Maui Jim, Inc. 888.666.5905 MauiJim.com

Because we only do sport eyewear, it’s the only reason people are coming to see us, but if they still need convincing we tell them that 90% of eye injuries could have been prevented with safety eyewear. Generally they are looking for lenses that work in varying lighting conditions and non-slip nosepads and temples. — Shannen Knight, Sight for Sport Eyes, West Linn, OR

WILEY X Born on the battlefield and developed in relationships with the U.S. Armed Forces and Special Forces units, Wiley X performance sunglasses meet the ANSI Z87.1 safety standard for High Velocity/High Mass Impact, bringing ballistic technology to civilian markets, including sport hunting and shooting, motorcycle riding, fishing, hiking, biking and various extreme sports.

WX BOSS

Wiley X, Inc. 800.776.7842 WileyX.com Info@WileyX.com V I S I O N C A R E P RO D U C T N E WS . C O M

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Sport Eyewear. A&A OPTICAL Crocs Eyewear from A&A Optical combines stainless steel, acetate, hypo-allergenic silicone rubber and flexible polymer in its new male and female adult and junior styles. Combination frame CF4338 features an acetate front and stainless steel temples with ombre color effect. CF4338 is available in 20RD (black front with black to red fade temples), 40BN (brown front with brown to sand fade temples), and 80BE (gunmetal front with blue fade). Combination JR6021 offers a splash of vibrant color with gradient color harmonies. The acetate frame is available in 20GN (black front with green gradient temples), 30GN (translucent turquoise front with gradient hues of teal, blue and lime green), and 35PE (purple front with gradient shades of purple and green).

A&A Optical 800.492.4465 AAOpticalCo.com

CF4338

A surprisingly high percentage of patients are candidates for sports eyewear. A thorough case history regarding a patient’s lifestyle will often reveal one or several activities that would benefit from sports eyewear. As an eye doctor, my first thought is safety, but honestly I think durability is the number one thing patients want out of their sports eyewear, and safety comes second. People spend hard earned money and don’t want to see their investment in pieces. When you think of sports glasses, people picture big, thick, and not so attractive eyewear. My head optician agrees that Crocs are popular for our office because it has a sporty design and fun colors with the durability and two-year warranty that appeal to patients’ practical side. — Matthew Greene, OD, Urban Optics, College Station, TX

INSPECS O’Neill eyewear has aligned itself with a campaign (the O’Neill Blue Campaign) to eliminate beach and ocean plastics. This season’s frame collection has elements of ‘Natura’ Bio-Acetate, a material sustainably manufactured from plant-based cellulose that is 100% biodegradable and decomposes more quickly than standard acetate. Scott (106 in gloss navy horn) features bio-sourced acetate construction, natural wood temples and driftwood finishes. Jake (006 in matte navy) combines stainless steel, TR-90 and rubber; fuses together triple color-coded materials; and features comfortably soft Techfit rubber temples with textured tops for maximum grip. Talulah (061 in matte purple) has a stainless steel front, TR-90 and acetate fused temples, featuring Summerflo and wildflower prints that capture the beauty and color of nature.

Inspecs USA 844.771.7710 InspecsUSA.com Sales@InspecsUSA.com

ONO SCOTT

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4/25/18 6:03 PM

New. Launch

LUXOTTICA TIFFANY & CO./AVANT PREMIER The first collection under Tiffany’s new artistic direction, Avant Premier launches this month, following last year’s renewal of an exclusive license agreement between Luxottica and Tiffany & Co. through 2027. This marks a new era for eyewear at Tiffany, the first collection overseen by Tiffany & Co.’s chief artistic officer, Reed Krakoff. Inspired by the iconic Tiffany T jewelry, the range of optical wear and sunglasses are as sleek and linear as the New York City skyline that’s reflected in the design. “We are very pleased to renew our relationship with Tiffany, one of the highest expressions of luxury and jewelry in the world,” said Leonardo Del Vecchio, executive chairman of Luxottica Group. “Tiffany began its journey into the world of eyewear more than ten years ago with Luxottica. Together we will continue to make high style, luxury glasses that embody the best of our two worlds.” 800.422.2020 Luxottica.com

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New.

A&A OPTICAL

KENMARK

BLACKFIN

MARCOLIN

ZYLOWARE

SEVENTY ONE

ZAC POSEN

BLACK EDITION

TOM FORD

SHAQUILLE O’NEAL

STYLE: CENTRE

STYLE: CHAMBERS

STYLE: WINDSOR

STYLE: BLUE BLOCK

STYLE: 133Z

Engineered for the Millennial market, timeless shapes, organic color variations and a unique fusion of materials and textures combine in a nod to indie-prep style. Metal and acetate frames welded with metal accents are the signature style. Centre (shown in gray with chartreuse accent) features an acetate front with metal brow.

Six new masculine eye shapes harken back to the elegance of decades past. The collection is comprised of bold, distinctive acetates in classic European tortoises with signature hardware and rich metal styles with refined details. Full acetate Chambers features vintage detailing, a keyhole bridge and metal detailing at the hinge.

Now available on 12 styles, 10 ophthalmic and two sunglasses, the patented Blackfin Nano-Plating treatment coats frames by physically depositing metal vapors in a vacuum, molecule by molecule. This collection combines a glossy gold coating with colors that include black, white, red, brown, deep purple and blue.

Even for those who don’t need correction, this luxury brand offers protection from blue light and improves comfort during long exposure to digital devices. The lenses also feature anti-reflective and anti-scratch coatings for improved visual performance.

Combining performance and comfort for an athleisureinspired look, six new styles make their debut. Shaquille O’Neal 133Z accommodates progressives and comes in two colorways, black white with a matte black finish over white and opaque zyl, and navy with a matte navy finish on top of red and blue crystal zyl.

800.492.4465 AAOpticalCo.com

800.627.2898 Kenmark Eyewear

Blackfin.EU Sales@Blackfin.EU

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800.345.8482 Marcolin.com

800.765.3700 Zyloware Eyewear

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New. Launch

CLEARVISION/FRAMEWORKS SPECTACULARS CRUELLA

MAGGIE

Honoring its heritage as a distributor of American eyewear since 1949, ClearVision has partnered with U.S. eyewear designer and manufacturer Frameworks to launch Spectaculars, vintage-inspired eyewear manufactured in the U.S. Frameworks combines time-honored traditions that are the hallmarks of the Spectaculars collection with modern production processes and a method of hand-finishing, resulting in eyewear that is truly new American vintage. The collaboration with ClearVision and Frameworks came about organically; the two familyrun businesses share similar values, and its executives — ClearVision’s David and Peter Friedfeld and Frameworks’ Bill Vetri — have known each other for more than two decades. Vetri has made a name for himself as one of the forefathers of the American vintage concept, amassing a large collection of vintage frames and originating one of the first vintage eyewear shops in New York City. As part of a unique distribution strategy, ClearVision will create a network of brand aligned retailers, fully supported by an online presence that is managed by Spectaculars and that will work to promote the partner locally. 800.645.3733 CVOptical.com

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New.

MODERN OPTICAL INTERNATIONAL MODERN ART STYLE: A392

Ultra-feminine detailing and tasteful embellishments define this value eyewear collection with five new releases. Features include spring hinges, deeper silhouettes and silicone nosepads. Style A392 comes in matte black/burgundy, matte black/indigo blue and matte black/teal. 800.323.2409 ModernOptical.com

OKIA

MONDOTTICA

SPARKLE MARBLE

SPINE

CLASSIQUE EYEWEAR

CLARITI EYEWEAR

Inspired by the concept of mixing different colors, patterns and techniques, Sparkle Marble combines high technology with fashion. Using the patented HDA technology, 3D blocks of high definition colors and solid materials are laminated inside the acetate to create marble-inspired patterns.

STYLE: SP 3012

GIOS ITALIA

KONISHI

STYLE: RF 5000109

STYLE: KA5728

Reflecting current street trends combined with the eclectic colors of Venice, GIOS Italiaâ&#x20AC;&#x2122;s latest collection features Italian craftsmanship that combines classic tortoise and wood grain styles with spring tones of jade, aqua, pearl and lavender.

Long temples and eyes that shimmer in plum pink and tortoise cream give Konishi Acetate KA5728 a sleek cat eye retro glam look. A kidsâ&#x20AC;&#x2122; frame is also available in Konishi Acetate (KA5825) in durable TR-90 material.

852.2371.3889 OKIA.com

866.666.3662 MondotticaUSA.com

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Spine moves in all directions, absorbing and dissipating shocks with temples shutting automatically. The new 4.5mm hinge is half the size but has the same grip as the original 7.5mm hinge. SP 3012, with its classic go-to shape combined with a clear acetate finish, pops with a vibrant purple mirror lens.

866.604.5700 Classique-Eyewear.com

800.372.6372 ClaritiEyewear.com

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New.

WESTGROUPE

SD EYES

XAVIER GARCIA

SOM EYEWEAR

SAFILO

FYSH UK

CLUB LEVEL DESIGNS

EBK GLASSES

GIVENCHY

STYLE: F-3601

STYLE: CLD9248

SUNGLASSES COLLECTION

Among a collection of seven styles named for famous neighborhoods throughout Europe and the rest of the world, Tortona is based on the now multifaceted, cosmopolitan former industrial district of Milan. Old factory buildings with exposed bricks transformed into showrooms and galleries showcase art, beauty, fashion, creativity and design.

STYLE: GV MASK

SomEyewear.com Info@SomEyewear.com

800.631.1188 Safilo USA

Bold colors, intricate patterns, unique constructions and shapes draw inspiration from the latest runway and color trends. In the brand-new FYSH UK campaign, F-3600 and F-3601 are translucent patterned acetates. F-3601 is a combination frame where the metal front is sandwiched between two acetate layers. 855.455.0042 WestGroupe.com

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Available in tortoise, smoke and black, the vintage-inspired round shape, acetate front, keyhole bridge and stainless steel temples combine to produce a slightly more contemporary take on a classic men’s frame. 800.492.3200 SDEyewear.com

STYLE: CLD9248

Original shapes reinterpreting vintage design with a modern touch characterize Xavier Garcia Barcelona’s new sunglasses collection. Color combinations on frames match lenses, which feature anti-glare coating and are adjustable and subtly layered and mirrored. XavierGarcia.Design/EN Export@XavierGarcia. Design

The first eyewear model to be designed by Givenchy’s new artistic director, Clare Waight Keller, GV Mask (model GV 7117/S) mixes iconic styling with retro-future inspirations. The mask shape is enhanced by a sleek and refined full metal upper part and contrasted acetate temple tips. This frame is available in golden and silver metal.

V I S I O N C A R E P RO D U C T N E WS . C O M

4/25/18 4:09 PM

a fresh NEW

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12/21/17 1:41 PM

Blue Light.

SINGING THE

t’s a digital world. Regardless of age, occupation or lifestyle, many of us are unknowingly exposing our eyes to harmful blue light. Think about how many screens surround us daily. They are just about everywhere we look, from televisions, laptops, computers and cell phones, to even the smart watches found on so many wrists. Additional advancements in technology are introduced daily, so we can expect even more screens to appear in cars, homes and workplaces. Wherever we look, we cannot escape the fact that screen usage now represents so much of our average day. But what does that mean for our vision? THE DEFINITION Digital Eye Strain (DES) is generally defined as physical discomfort after screen use for longer than two hours at a time. Symptoms may include blurry vision, headaches, dry eyes, neck and back pain and even sleep disruption! 48 | VC P N M AY 2 018

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blues

THE STARTLING FACTS The Vision Council reports that more than 83% of Americans report using digital devices for more than two hours per day, and 53.1% report using two digital devices simultaneously, with 60.5% reporting experiencing symptoms of digital eye strain. Many people are unaware of the solutions available to combat digital eye strain – 71% of Americans report they have not discussed their digital device usage with their eyecare provider, and 72.6% reported they did not know eyewear can be used to protect the eyes from short- and long-term effects of digital eye strain, according to The Vision Council. IT’S A FAMILY AFFAIR Digital eye strain is becoming a family affair, affecting all age groups. The following age groups report using digital devices for more than two hours per day: • 87.7% of those ages 18 to 39 • 83.6% of those ages 40 to 59 • 76.3% of those ages 60 and up

71% of Americans report they have not discussed their digital device usage with their eyecare provider And 83% of Millennials keep their smartphones active day and night! HEALTHY VS. HARMFUL When it comes to understanding digital devices and blue light, there are two different types of blue light to compare. The first type is the healthy kind that helps to regulate our circadian sleep rhythm. It helps boost alertness, heighten reaction times, elevate moods and increase feelings of well-being. This blue light is the healthy type and is what we all need to help lead a balanced and healthy lifestyle. The second one is the harmful type that has been suggested to be a leading cause of V I S I O N C A R E P RO D U C T N E WS . C O M

4/25/18 2:42 PM

Blue Light. COURTESY OF TRANSITIONS OPTICAL

COURTESY OF CARL ZEISS VISION

83%

of Americans report using digital devices for more than two hours per day

COURTESY OF SIGNET ARMORLITE

age-related macular degeneration (AMD) and other hazardous ocular disorders. Thinking in terms of the visible light spectrum (ROY-GBIV), blue light occurs between 380 nanometers to 500 nanometers. A nanometer (nm) is measured as one-billionth of a meter and is what we use to measure a wavelength of light. What we are talking about when we discuss blue light is principally known as high energy visible (HEV) light. It is the violet/ blue band of the color spectrum, and it exists everywhere and all around us, regardless of whether we are indoors or outside. Unhealthy blue light falls between 380nm and 470nm, while the healthier kind is closer to the 470nm to 500nm range. When outside, light from the sun travels through the atmosphere and actually emits the largest amount of blue light. Inside, blue light wavelengths can be found in fluorescent lights, LED (light-emitting diode) bulbs and through the emission of electronic devices such as cell phones, tablets and laptop computer screens. The shorter the wavelength, the effects of V I S I O N C A R E P RO D U C T N E WS . C O M

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COURTESY OF EYENAVISION

the light wave are stronger and can cause eye fatigue. Blue light, compared to the other colors of the spectrum, has a shorter wavelength of visible light, emitting a higher energy and penetrating deeper into the eye. This can cause flickering in vision from overexposure. Numerous researchers have begun to connect this hidden unhealthy blue light exposure with AMD, cataracts and the suppression of the body’s natural release of melatonin, which is particularly important for sleep. SING THE BLUES IN YOUR PRACTICE With the prevalence of digital screens in our world, it is important to discuss blue light and digital eye strain with all your patients. Make it a part of your health questionnaire, and discuss digital usage with all your patients (especially parents when doing pediatric exams). Questions should include how much time patients spend on all digital devices per day and if they are experiencing any symptoms of digital eye strain? Train your staff to be aware of symptoms and recommendations to

alleviate digital eye strain. Provide solutions. Make the following recommendations: • Follow the 20-20-20 rule by taking a 20-second break from the screen every 20 minutes and look at something 20 feet away. • Reduce overhead lighting to eliminate screen glare. • Position yourself at arm’s distance away from the screen for proper viewing distance when at a computer. • Increase text size on devices to better define content on the screen. • Turn off digital devices one to two hours before bed . Recommend eyewear with digital eye strain-reducing capabilities. Individuals don’t have to sacrifice style for function when it comes to eyewear. These specialized lenses can be incorporated into virtually any pair of frames, so individuals can choose eyewear that complements their personal look, while simultaneously meeting their eye health needs. n M AY 2 018 VC P N | 49

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ABO TECHNICAL LEVEL II

BLUE LIGHT EXPOSURE:

risk + protection

APPROVAL: ABO APPROVED FOR 1 HOUR, TECHNICAL, LEVEL II ONLINE COURSE: STWFV669-2 ISSUE DATE: SEPTEMBER 1, 2017 EXPIRATION DATE: AUGUST 1, 2019 APPROVAL: This course has been approved for one hour of Technical, Level II continuing education credit by the American 50 | VC P N M AY 2 018

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Board of Opticianry. NOTE: this course is only available with online testing. Please see instructions at the end. COURSE DESCRIPTION: This course will detail the various natural and artificial sources of blue light, the potential harm that can result from blue light exposure and the ways in which eyecare professionals can help patients protect their eyes from the damage possible from blue light.

By Frank Gimbel, BA, ABOC-AC, FNAO, HFOAA

ake a moment to visualize how many screens are in our lives today. Theyâ&#x20AC;&#x2122;re just about everywhere we look, TVs, laptops, PCs, cell phones, not to mention the smartwatches found on so many wrists. As many as you see, this is still just the tip of the iceberg, and with additional V I S I O N C A R E P RO D U C T N E WS . C O M

4/25/18 3:21 PM

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ABO TECHNICAL LEVEL II

technological advancements still to come, expect even more screens to appear in your cars, homes and workplaces. Wherever we look, we cannot escape the fact that screen usage now represents so much of our day. While screens may help us be more proficient and better connected, it’s important to understand that all of these devices can emit harmful blue light, which can create digital eye strain. Digging a little deeper into this reveals questions involving the technology and what damage can be linked to blue light exposure, including general physical health, both now and in the long-term future. A recent poll of 9,840 American adults conducted by The Vision Council found “more than 87% of individuals use digital devices for more than two hours per day, and over 52% regularly use two devices simultaneously.” We are quickly transforming into a screen-dependent society and need to be aware of the related pros and cons. Computers help make our lives easier, allow for faster and more complex work to occur and keep us organized. While these are all positive benefits, the dawn of the PC age brings a few negative byproducts and has opened the door to CVS (Computer Vision Syndrome). This condition plagues all ages, spans occupations and can harm anyone who uses a computer or display device for a prolonged period of time. Eyes were not designed to focus upon a specific finite distance for countless hours without experiencing fatigue, eye strain, dry eyes and blurred vision. The muscles of the eye function like the shutter and zoom of a traditional camera. They bend and flex to allow for the items to be viewed clearly. Think of the muscles as if they were rubber bands. Throughout long uninterrupted periods of the day with near vision focusing, these eye muscles can lose elasticity and experience blurred vision, difficulty focusing, double vision and eye strain. Other troubling factors can be noted with neck and back pain, double vision, vertigo and the struggle of refocusing the eyes. We can even link short and long-term effects with sleep disorders, cataracts and age-related macular degeneration (AMD). Additional aggravators to note include poor lighting, improper ventilation and screen glare. With extended computer use and

COURTESY OF ESSILOR

other display devices, we are forcing our eyes to stay fixed on a specific distance for a prolonged period of time. Theoretically, this is highly unnatural for our eyes, and CVS affects about 90% of the people who invest three hours or more per day on a computer, according to the National Institute for Occupational Safety and Health. While CVS is most prevalent due to the action of eye movements and focusing, a study of pre-university students by The New York Times acknowledged that a large amount of users did not have proper ergonomic computer setups in their work environments. Position of the user, seating, lighting, distances, screen size, foot placement and wrist and hand movements all play a critical role in how one should set up a workstation. This provides maximum comfort, improves efficiency and wards off CVS. HEALTHY VS. HARMFUL When it comes to understanding digital devices and blue light, there are two different types of blue light to compare. The first type is the healthy kind that helps to regulate our circadian sleep rhythm. It helps boost alertness, heighten reaction times, elevate moods and increase feelings of well-being. This blue light is the healthy type and is what we all need to

help lead a balanced and healthy lifestyle. The second one is the harmful type that has been suggested to be a leading cause of AMD and other hazardous ocular disorders. Thinking in terms of the visible light spectrum (ROY-G-BIV), blue light occurs between 380 to 500 nanometers. A nanometer (nm) is measured as one-billionth of a meter and is what we use to measure a wavelength of light. What we are talking about when we discuss blue light is principally known as high energy visible (HEV) light. It is the violet/blue band of the color spectrum, and it exists everywhere and all around us, regardless whether we are indoors or outside. Unhealthy blue light falls between 380-470nm, while the healthier kind is closer to the 470-500nm range. When outside, light from the sun travels through the atmosphere. Inside, blue light wavelengths can be found in fluorescent lights, LED (light-emitting diode) bulbs and through the emission of electronic devices such as cell phones, tablets and laptop computer screens. The shorter the wavelength, the effects of the light wave is stronger and can cause eye fatigue. Blue light, compared to the other colors of the spectrum, has a shorter wavelength of visible light, emitting a higher energy and penetrating deeper into the eye. This M AY 2 018 VC P N | 51

4/25/18 3:21 PM

ABO TECHNICAL LEVEL II COURTESY OF ESSILOR

can cause flickering in vision from overexposure. Numerous researchers have begun to connect this hidden unhealthy blue light exposure with AMD, cataracts and the suppression of the body’s natural release of melatonin, which is particularly important for sleep. We all have a circadian rhythm that is influenced by light and helps to regulate physical, mental and behavioral well-being. The average is 24 hours in length, a little longer for night owls and slightly shorter for those who prefer to turn in early. We all need sleep, and there are many health risks that can be prevented by maintaining a balanced circadian rhythm. An updated Harvard Medical School publication article from Sept. 2, 2015, provides in-depth supporting research on digitally emitted blue light and provides tips on how to reduce sleep-related issues that can result from their usage. Before bed, it is recommended to avoid looking at bright screens two to three hours before going to sleep. If you do need night lights, use dim red lights if possible. The red color has the lowest link to shifting 52 | VC P N M AY 2 018

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circadian rhythm and the suppression of melatonin. If you do have to work at night, consider wearing blue light lenses to filter out as much harmful blue light as possible. Another good tip is to spend as much time outside exposed to the bright light during the day. Doing this helps you fall asleep faster at night and, in addition to balancing your mood, boosts alertness during the day. ARTIFICIAL SOURCES Prior to 2010, the conversation about blue light was most often connected to outdoor exposure and to ultraviolet protection. The release of the first iPad in April of 2010 spawned what was to become “The Tablet Revolution.” Before long, tablets flooded shelves in stores and were openly embraced. Tablets and other flat panel devices soon became the go-to media platform, replacing many magazines, newspapers and paperback books. While these new high-tech gadgets aided to reduce paper waste, these portable family-based computers quickly began outselling traditional PCs and laptops, creating new types of

visual problems to combat. Standard computers are used in desk and table environments where the screen distance is kept at a safer-to-use mid-distance range. Tablets, on the other hand, are held much closer at 12-24 in. from the eyes. Because tablets are portable, standard users immediately experience a spike in their daily average hourly usage. Interconnectivity with smartphones and apps became more prevalent, and now over 35% of Americans own at least one tablet. The negative issue shared by all tablets, smartphones and other devices is their backlit display. This is your opportunity to get in the game of building blue light awareness. According to The Vision Council, 68.5% of people polled report they have not talked about digital device usage with their eyecare professional (ECP). From the same poll, 73.5% acknowledged they were unaware eyewear can be used to protect their eyes from the short and long-term effects of digital eye strain and blue light exposure. The way displays typically work are through LED technology and vary V I S I O N C A R E P RO D U C T N E WS . C O M

4/25/18 3:21 PM

ABO TECHNICAL LEVEL II between white LED and RGB backlit designs. The white versions are most often used in mobile LCD (liquid crystal display), desktop and notebook screens. White LEDs are normally made from a blue LED with a wide spectrum of yellow phosphor to create the emission of white light. The second type of backlit display most often found is made from a RGB LED design, where red, green and blue LEDs are controlled to produce different color temperatures of white light. Compared to longer wavelength colors in the spectrum, blue light or HEV wavelengths are shorter, and they glimmer V I S I O N C A R E P RO D U C T N E WS . C O M

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easiest on backlit displays. This flicker effect creates glare and can lower visual contrast, inherently decreasing clarity and sharpness on backlit devices. This is important because the naked eye alone does not have enough protection to filter out the harmful types of blue light. Extended exposure to it can lead to retinal damage, loss of vision and contribute to AMD. With 93% of teens owning or having access to a computer, it has become necessary to begin educating your patient base on the risks of blue light, the different types and why it’s important to protect their eyes immediately while

using these devices. Typical viewing distances for digital devices vary. Desktop computer screens traditionally are set for a standard focal distance of about 22 in. for most use, which worked well for many PC users. Then, as technology changed, this standard became about 18 in. with laptops. Now, with tablet use, this zone has shrunk even more to a nestled 12-24 in. away. Smaller gadgets such as phones and the distances used when text messaging can be closer yet, compounding additional strain on our eyes and causing headaches and visual fatigue. This is important to understand because as the day begins to wind down, many device users tend to move closer to their backlit devices to regain visual comfort. This is because the focusing system of the eye begins to “lock up.” Moving closer keeps the muscles of the eyes in focus. All of this technology exposure creates an immediate need for products to help defend and enhance proper vision on digital devices. According to The Vision Council DigitEYEzed survey, approximately 70% of American adults experience some form of digital eye strain due to lengthy use of electronic devices. Computer usage reported varied from six to nine hours per day, and the number of adults now spending more than 10 hours per day rose another 4%. When it comes to computer or tablet use, the eye is simply M AY 2 018 VC P N | 53

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ABO TECHNICAL LEVEL II

not designed to focus on pixels and hard targets. The most likely time adults experience digital eye strain is 6pm to 9pm, and 63% of adults did not know that their electronics emitted high energy visible or blue light. Take time and learn about your patients. Ask screen-related questions about their occupations, hobbies and how much time per day they spend staring at a screen. Here is where you make suggestions and offer products to help reduce CVS and enhance vision for all the blue light segments and users. Topics can include a wide variety of AR coatings designed to help filter out the harmful blue light while increasing screen clarity, optical lenses, color filters and other unique items such as screen protectors and healthy blue light lightbulbs. If you sell frames, consider taking on a frame line with more wrapped styles. The higher curves of these frames allow for greater air blockage for the wearer, allowing more natural blink rates when on the screens and for their eyes to remain better lubricated. Another good idea is to recommend downloading blue light filtering applications to smartphones and tablets. A little tip like this might wow your next patient and place you in the ECP stratosphere of in-the-know all-star practitioners. OTHER EYE STRAIN CAUSES Ways to prevent digital eye strain can be linked to ergonomics. For proper computer use, it is ideal to have overhead lighting but not so bright that it is brighter than the screen. The monitor should be the brightest light in the room, and the top of it is supposed to be at eye level or just below. Proper viewing distances vary by user, 20-40 in. and just one arm’s length away from the screen. Keyboards

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should be placed in an area where the wrist is comfortable, and the upper arms ideally hang perpendicular vertically with the torso. A supportive chair that allows users to firmly position their feet flat on the floor is needed to keep the body properly aligned. Of course, be sure to recommend anti-reflective computer eyeglasses and computer lenses designed to enhance contrast while also blocking HEV blue light. Extended computer viewing has many drawbacks, one of which is reduced blink rates. Studies have shown that a computer user’s blink rate can be reduced by as much as one-half to two-thirds of

the normal rate one would blink if not working on a computer. This translates to drier and tired eyes, which can lead to corneal abrasions, corneal scarring and reduced tear film layers. For those who spend extended periods of time working on a screen, it is always recommended to remember to schedule time for vision breaks away from the monitor. Follow the 20-20-20 rule, every 20 minutes focus on something 20 feet away for 20 seconds. GAMERS ALSO AT RISK Let’s not forget about the booming gaming segment to consider when it comes to blue light exposure. According

V I S I O N C A R E P RO D U C T N E WS . C O M

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ABO TECHNICAL LEVEL II to Polygon.com, over 150 million Americans routinely play video games. Over 42% play for at least three hours per week, and at least 80% of American homes have a gaming console to play video games. These numbers are staggering and highlight the popularity of what average Americans like to do for leisure time. Thinking in terms of lenses, all of these gamers can benefit from some type of blue light protection and screen-enhancing eyewear. To many, gaming is much more than just a hobby; it’s considered a culture. The average player age is 35 years old, but the generic stereotype ends there. Gaming reaches all ages: 56% are male, and yes, the remaining 44% are female; 26% of players are under 18 years of age, and 27% of video gamers are over the age of 50. The gaming industry is also becoming more digital in nature. Games now are purchased frequently online, rather than in a physical store, and are played on more computer devices than ever before. Online games are quickly making up ground and appear to be an unstoppable force to battle. Committed players (users) acknowledge they spend at least six-and-a-half hours per week playing online games with others via the internet and another five hours per week playing V I S I O N C A R E P RO D U C T N E WS . C O M

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with other players in person. Of these frequent players, 15% also spend more time after all these hours playing with their partner or spouse at home. Regardless if you or any of your staff are gamers, this is a huge opportunity to learn about the culture, brush up on the lingo and begin carrying the products to enhance a gamer’s vision. Training is important for all staff members on this. Keeping abreast of new technology and outreach is beneficial, and a good idea is to use social media to introduce these gaming users to your practice. Simple efforts like these can net additional patients, eyewear sales and

patient networking opportunities. In the office when you begin asking your patients how they like to spend their time (think lifestyle questionnaire), don’t forget to ask and talk about video game fans. This is an enormous opportunity for you to connect with a patient who isn’t afraid to spend big bucks on games. This segment may be the next new wave to help financially boost your practice’s annual bottom line. n Frank Gimbel, BA, ABOC-AC, FNAO, HFOAA, is an advanced certified ABO optician and owner of Gimbel Opticians in Plymouth Meeting, PA.

This course is ONLY available for online testing. TO TAKE THE TEST ONLINE: Go to VisionCareProducts.com/Education 1. Under the black Log In Bar – log in (Note: If you have not registered on our new sites since September 2017 use the “register” link to register for online education, and record your user name and password for future access.) 2. Click on the course you would like to complete. 3. Review the course materials. 4. Take the test, and at the end of the course, after you submit your answers, your results will automatically appear on your screen! 5. All passing tests will automatically be submitted to ABO at the beginning of each month. You may print a copy of your certificate for your records. M AY 2 018 VC P N | 55

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Extreme Closeup.