LEADING OFF: CEO Challenge: Focus on Important, But Non-Urgent Activities

As we go to press, many optometric practices are faced with closing their doors or experiencing a significant decrease in patient load. As a result, my challenge for you this month is to use this newfound time to focus on important, but non-urgent activities.

Taking a page from Stephen Covey’s “The 7 Habits of Highly Effective People,” the following are the activities that drive success but are also the activities we frequently procrastinate.


  • Staff training. This is probably the No. 1 important activity that people say they don’t have time for. Assuming your practice is still open and that you have staff with a lot of free time, use this time to train and develop their skills and competencies.
  • Update your practice website. Now is a great time to refresh your online presence. Work with your web designer to update content and pictures or maybe do a complete website makeover.
  • Develop a specialty. Interested in myopia control, sports vision, vision therapy, etc.? Is your reason for not pursuing these specialties lack of time? Now you have the time. Immerse yourself in self-study and accreditation. When patients return, you’ll have a new service to offer.
  • Revisit your optical. Evaluate your frame lines and develop a frame board management system.

These are just a few suggestions. It’s important to not only stay productive during the corona pandemic, but to also stay positive.


These are difficult times. Let’s focus on what we, as O.D.s, can control. OM