
Dr. Sorrenson, seated, with her son and practice partner, Eric Hammond, OD. Dr. Sorrenson says she experienced success by focusing on the journey of being an optometrist and practice owner, rather than on reaching a financial goal.
Journey to sustainable success in optometry
By Laurie Sorrenson, OD, FAAO
Feb. 5, 2025
We’ve all heard it before when it comes to weight loss: “I want to lose 10 pounds.” It’s a common goal, and for many, it’s entirely achievable. But what happens after you reach that goal?
Research shows that most people regain the weight, and often end up heavier than when they started. Why? Because the focus was on a short-term objective rather than a sustainable lifestyle change.
The real success lies in shifting the focus from simply hitting a number to embracing a journey of healthier living.
The same analogy applies to running an optometric practice. Many of us set the goal of making a lot of money, hoping that one day we’ll hit that magic number and no longer have to work.
But, as in weight loss, focusing solely on the end result can leave us feeling unfulfilled, or worse, cause us to regress.
The real key to success most of the time isn’t in chasing a financial figure; it’s in creating a journey that fosters continuous improvement in all aspects of our business.
What Made Me Reflect on This?
I started thinking about this after talking to a friend of my son’s (my son is also my business partner and an optometrist), who just started a new job. He took the job because it paid more than his last one, and he said his life goal was “to make a stupid amount of money.”
As I asked him more about the job, it quickly became clear that after only a month, it didn’t seem like a position he was going to enjoy or feel fulfilled by. It made me start thinking about what truly makes someone enjoy their work, feel fulfilled, and also be successful.
The Pitfalls of Goal-Oriented Thinking
Don’t get me wrong—having goals is important. In weight loss, for example, a target weight can motivate us to eat better and exercise.
In business, setting a revenue target can push us to refine our services or become more efficient, etc. But if the goal is the only focus, we risk losing sight of the bigger picture.
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Just as many people who hit their weight-loss targets stop the very habits that got them there, business owners who reach financial milestones may become complacent. They stop innovating, stop focusing on enhancing the patient experience and lose the drive to grow.
Before long, they may find themselves facing the same issues they thought they had already overcome. It’s essential to remember why we practice optometry and why we want to run a business when setting any goal.
Shifting to a Journey Mindset
In my experience, the key to long-term success—whether in health or business—is making the journey itself the goal and remembering why it matters.
When we view health as a lifestyle rather than a destination, we start making healthy choices a part of our daily lives. It’s about finding enjoyable exercise routines and nourishing foods, not just enduring short-term sacrifices to hit a number on the scale.
Remembering why we want to get in shape is crucial—maybe it’s to stay strong enough to pick up your new grandson as he grows! (Not that I’m hinting at my current “why.” 😂)
Similarly, in the optometric world, success comes from continually striving to become a better clinician, a more effective leader and a more efficient business owner.
The process of improving patient care, streamlining operations, becoming a better leader, enhancing patient satisfaction, creating a great work environment and nurturing growth is where I believe real satisfaction and long-term success come from.
I try to remember what is most important: the people (staff and patients), the products, the profits…in that order.
Practical Steps to Embrace the Journey
Here’s what has worked for me, both in business and life: focus on daily improvements, not just results.
For example, in our practice, we implemented automation not just to cut costs, but to make day-to-day operations smoother and free up time for staff and patients. This made us more efficient, improved the workplace atmosphere and created a more seamless patient experience.
Automation examples include online scheduling, spectacle lens packages with warranties, online history integration, Aloha insurance verification, Weave auto-text responses, notifications when glasses or contacts arrive and equipment integrations. I’m always looking for more ways to automate and make the patient journey even more effortless. This process is never-ending, so enjoy it!
Instead of just aiming to increase profits, we focus on making the patient journey more effortless, improving the quality of care and creating a more enjoyable work environment for our staff.
These habits have become ingrained in how we operate, and financial success has naturally followed. Regular meetings to discuss how to streamline the patient experience or make their work environment more efficient are crucial for making this happen. “We have too many meetings!” said almost NO optometrist ever!
Enjoy the Process, Enjoy the Challenges
In weight loss, success is often measured not by how fast the weight comes off, but by how sustainable the changes are. The same applies to business. When we focus on the journey—on becoming a better optometrist, building a better business and creating an environment where patients and staff thrive—the results should come. Financial success becomes a byproduct of the day-to-day improvements we make, rather than the sole purpose driving us forward.
So, my advice to fellow optometrists: don’t just chase the money. Focus on your journey of growth—on becoming more knowledgeable, more efficient, more caring.
Enjoy the process and challenges of building a better practice. When you do, not only will you eventually reach your goals, but you’ll also have the satisfaction of knowing you built something sustainable and meaningful.
Meaning, fulfillment and true success comes from the journey! (in my opinion :-))
Laurie Sorrenson, OD, FAAO, is president of Lakeline Vision Source in Cedar Park, Texas, and the Professional Editor of Review of Optometric Business (ROB). To contact her: lsorrenson@gmail.com.
