Photo courtesy of Dr. Mena
Start your 2026 reading list with these business books for your practice
By Vittorio Mena, OD, MS
As a sports vision optometrist, I’m taking a cue again from the SportsCenter Top 10 Plays feature. Last year, I wrote my first top ten list for business books. I had many colleagues personally email me their positive feedback, so I decided to make it an annual tradition.
With Black Friday soon approaching, many retailers will hope to finally get back “in the black” after operating until that point in the year at a loss–or “in the red.” Practice owners may even join in on the seasonal sale with optical discounts.
A great goal, as we head towards 2026, is to aim to always operate in the black. Strive to maintain profitability on a regular basis.
Consider these business books, which can provide another perspective on many parts of the practice.
I’m tying each book into an important theme. In addition to sharing a bit about each book, I’ll connect it back to how it relates to the business. And I’m purposely starting off at the top with productivity, an important step in achieving all other goals.
#10. Productivity: “The 10X Rule: The Only Difference Between Success and Failure” by Grant Cardone
240 pages, published April 26, 2011
The first step towards success is adjusting your mindset and actions. The 10x rule includes setting goals 10 times greater than you think you can achieve. It also involves taking 10 times the amount of action you believe you need to accomplish those goals. Setting higher targets with great effort can help achieve extraordinary success. People often make mistakes when trying to reach their goals. That may mean a mistarget or severely underestimating the plan to spending too much time competing and not knowing how to overcome adversity. Remember that the sky is the limit when it comes to your goals! Give them the effort they deserve.
Connection to the practice: To be successful both in life and in business, remember these two things: don’t settle, and aim for big goals. It is better to have a lofty goal and miss it than to reach a goal and not hit your future potential. While personality traits can impact each individual’s success, I recommend setting weekly or monthly goals in your practice to hit certain metrics for both the business and your patients.
#9. Motivation: “Relentless: From Good To Great To Unstoppable” by Tim Grover
245 pages, published April 16, 2013
Being relentless is a state of mind that can give you the strength to achieve, survive, overcome and be strong when others are not. Grover was Kobe Bryant’s personal trainer, and he mentions that your mindset and loving the hard work and process is what makes you dominant in anything you do.
Connection to the practice: Whether you loved him or hated him, we all know about Kobe’s mamba mentality and his “job’s not finished” quote. In optometry, you have to keep that passion and motivation in mind. Why did you become an optometrist in the first place? Whether it’s to help a child in myopia management or help patients with their first pair of glasses… or to spot a potential vision- or life-saving situation through a comprehensive eye examination, where you can send the patient for the proper follow-up care. The love of the “game” is often why we do what we do.
#8. Leadership: “You Can Negotiate Anything: How To Get What You Want” by Herb Cohen
244 pages, published December 1, 1980
The real world is a negotiating table, and almost everything is negotiable. Whether you like it or not, you are the participant. Cohen poses three questions.
- Are you comfortable negotiating in this particular situation?
- Will negotiating meet my current needs?
- Is the energy and time worth the benefits that I can receive because of this negotiation?
Connection to the practice: We are always negotiating with our patients, co-workers, family members or pharmacists for different coverage of medicines or insurance claims. It is to our advantage to learn how to negotiate and come up with counter offers or options in order to be successful.
#7. Psychology: “The 4-Dimensional Manager” by Julie Straw
155 pages, published April 13, 2002
An overview of the DISC (Dominance, Influence, Supportiveness, Conscientiousness) assessment of how to properly assess or manage people for a certain job or function.
Connection to the practice: It is important to do some type of assessment when you are hiring for staff members. It helps you to be sure that each job function is aligned with the right person in the position for the highest success. The majority of optometrists can be categorized as a high S, which stands for supportive and sympathetic. At the front desk or check out station, you may want someone who is an influencer. This can help get patients to come to your practice or influence a sale. When each position at the job is well positioned according to psychological traits, the better the business flows.
#6. Personal Finance: “Invested” by Danielle and Phil Town
319 pages, published March 27, 2018
Dive into a 12-month plan to financial freedom specifically by investing greats Warren Buffett and Charlie Munger. The authors discuss how to make value investments and manage emotions to avoid impulsive decisions, as well as the importance of personal investment plans.
Connection to the practice: Both personal finance and business finance are two different entities. This is why it is crucial as an optometrist to sit down with a licensed financial professional to come up with a game plan. It’s even better when this professional is familiar with the industry. They can help you figure out how to get to financial freedom for both the business and personal side, since just investing is only one piece of the puzzle.
#5. Communications: “How To Communicate Effectively With Anyone, Anywhere: Your Passport To Connect Globally” by Raul Sanchez and Dan Bullock
264 pages, published March 1, 2021
It is so important to not only know the topic you are discussing, but also your audience. How we say things is just as important as what we say. Also, non-verbal communication leads to subtle hints into the psyche of their minds.
Connection to the practice: We are constantly communicating with either a patient, co-worker, mailman or someone on the phone. When you are a good story teller, this usually will help get your message to the masses. Use examples of previous patients or present patients with a good “why” as the reason for needing certain treatments or products in your practice. Eye contact is key, so be sure to face patients when speaking instead of having a turned back.
#4. Self Help: “The Subtle Art Of Not Giving A #@%!|” by Mark Manson
206 pages, published September 13, 2016
The pain of honest confrontation is what generates the greatest trust/respect in your relationships and business. You need to stare down life’s most terrifying and difficult challenges and still take action, since failures in business are what lead to a better understanding of what you need to be successful.
Connection to the practice: Sometimes we may be afraid of starting the business because if we fail? It may feel like you will look like a complete failure to family and colleagues. Keep in mind that life will always be about what ifs. The more chances you take, eventually something will work out in your favor. So don’t stop trying!
#3. Nutrition: “Eat Smarter: Use The Power Of Food To Reboot Your Metabolism, Upgrade Your Brain & Transform Your Life” by Shawn Stevenson
407 pages, published December 29, 2020
What you eat directly influences your physical and cognitive function. You must find the motivation to make smarter choices to achieve a better body and mind. Stevenson shares his own health journey as he details the impact food makes on the body, micronutrients and the power of mindful eating. That’s important, as he shares that approximately 33% of adults report making unhealthy food choices due to stress in their lives.
Connection to the practice: We are seeing more and more about burnout and the questions of work-life balance in our professional careers. Are you sleeping 7-9 hours a night? Do you eat nutritious foods on a daily basis? Do you exercise at least 150 minutes a week? These changes to your routine can help promote a healthy life. Take the steps to be your best self for your patients and their care.
#2. Personal Development: “Rejection Proof: How I Beat Fear & Became Invincible Through 100 Days of Rejection” by Jia Jiang
223 pages, published April 14, 2015
Overcome the fear of hearing the word “no” to you when asking a question or request. He looked at rejection subjectively to help himself overcome fear of his own rejection or being afraid to ask questions. Jiang shares his journey of a 100-day personal challenge, asking random requests to people and employees and waiting to hear a response. He found that hearing no was not always a loss–perhaps it was a chance to change a person’s mind. And if not, hearing a “no” was an opportunity to build resilience.
Connection to the practice: I met Jiang at the AOA Leadership Summit. After we graduate, we may be fearful of asking for more salary or time off during a negotiation or contract review for a job. Or maybe we are afraid to offer a product to patients because we think it might be too expensive for them. Our job is to offer the best for our patients and also for the business. The worst case scenario is just “no.” It won’t break you!
#1. Business: “Choose Your Enemies Wisely: Business Planning For The Audacious Few” by Patrick Bet David
284 pages, published December 5, 2023
Whether you are an entrepreneur or intrapreneur, you will face challenges, betrayal, haters, bankruptcies and ideologies in business. This can lead to either a breakdown or a breakthrough in your journey to success. Retired from US military service, David states that when you create an effective business plan, it needs to be both emotional and logical. Choosing an enemy is the first and most critical element.
Connection to the practice: We are all emotional creatures. Maybe your enemy that you are facing is that big box retailer a few blocks down. Or perhaps it’s the online retailers or the discomfort of potentially using artificial intelligence. Are ophthalmologists near you shutting down optometric laws? Maybe your family members are hesitant, or scariest of all, you are standing in your own way from achieving your dream. In order for you to succeed, start by studying your competition. Find ways to improve yourself so you can succeed in the long run.
Pick a book, and start reading!
In the end, we all have an ethical duty to first provide good quality care for our patients. But it’s also so important to tune into the business and the many personal and professional connections that are driven through it. Read to improve yourself, your business and your personal life. Help build a place that employees enjoy being a part of.
Remember, Dr. Seuss once said, “The more that you read, the more things you will know. The more that you learn, the more places you will go!”
Enjoy the fruits of your labor. Wishing you all a wonderful Thanksgiving and Black Friday! Here’s to striving for success in 2026.
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Vittorio Mena, OD, MS, is the sports vision director with Optical Academy. Dr. Mena is also an optometric financial coach/fiduciary with Series 6 and 63 investment licenses and Series 2-14 life and variable annuity licenses. To contact him: menavitt@gmail.com |
