The power of and

There are times when I think television commercials are more entertaining than the shows themselves. One excellent example is an old Coke Zero commercial. You probably know the one I’m talking about. It starts with a young lad getting an ice cream cone when he asks the seller, “And?” He’s rewarded with sprinkles. Then later in life upon entering the workforce when he gets the job he again asks, “And?” He’s rewarded with stock options. This young man was always trying to get just a bit more, and all the effort it took on his part was to utter that tiny word.

His “And?” got him more than the usual and customary. Which got me thinking about using “and” in my office. Perhaps we should be saying “and” to our patients. Raising the bar above the usual and customary. I can think of any number of instances in the office.

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“Mrs. Smith, you need a spectacle prescription change and I recommend you consider prescription sunglasses and have you ever considered contact lenses?”

“Mr. Jones, let’s renew your current contact lens prescription and let’s consider daily disposables during this allergy season.”

“Mrs. Reed, your exam today is normal and I’m going to communicate the results to your family physician and here’s my business card with my cell number if you ever need me.”

“Mr. Thomas, we’re going to make a referral to the surgeon for your cataract evaluation and based on my findings, I think you should consider a specialty intraocular lens for your condition.”

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Many of our patients have become accustomed to the usual and customary. Most patients know what to expect when they arrive for their annual eye exam. It’s time we think about upping our game with the use of “and.” As an optometrist and business owner, it is important to continually raise the bar and search for ways to differentiate myself from my competition. I mean, why do things have to be just one way? I doubt any one of us would use a single word to describe ourselves to others. I am an optometrist, sure, but I’m also a father, and a son, and a husband. “And” represents the union of two items becoming one. Like milk and cookies, steak and potatoes, username and password.

Just like the character in the commercial, by saying “and,” you’re leaving all options open. So the question becomes, are you just accepting way things are, or are you open to the possibility of more? And what are you willing to do to achieve that?

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