Your Goals Are Garbage: A CEO-Level Strategy for Private Practice Optometry | E287
Highlights from this episode:
Your Goals Are Garbage: A CEO-Level Strategy for Private Practice Optometry (00:38)
Closing Thought: The problem with hard workers (27:59)
In this week's episode, I’m calling it like it is: your goals for 2026 are probably garbage. And it’s not because goals are bad, it’s because they don't have a strategy. I walk through what it really means to think like the CEO of your optometry practice, why systems beat checklists every time, and how cherry-picking shiny ideas like dry eye, myopia management, or new tech will burn you out without the right infrastructure. If you want sustainable growth, less staff frustration, and a practice that actually runs without you grinding every day, this episode will challenge how you think about growth and force you to simplify instead of adding more noise. This is about building a practice designed to win on purpose.
The Power of Specialization in Optometry: Stop Doing More to Grow Faster | E286
Highlights from this episode:
The Power of Specialization in Optometry: Stop Doing More to Grow Faster (00:50)
Closing Thought: The Hawthorne Effect (28:25)
In this week's episode, I’m talking straight to private practice owners about why simplifying your practice is actually the hardest—and most profitable—thing you’ll ever do. Shifting into a true CEO mindset, doubling down on what you enjoy and do best, and eliminating distractions transformed my practice, my revenue per patient, and my day-to-day fulfillment. I have a practical five-step framework to help you define your specialty, cut complexity, and build a practice that’s easier to run and built for long-term growth. If you’re tired of dabbling in everything and ready to focus on what truly moves the needle, this episode is for you.
How I’m Setting Goals for 2026 as an Optometry Practice Owner | E285
Highlights from this episode:
How I’m Setting Goals for 2026 as an Optometry Practice Owner (00:47)
Closing Thought: Results of a Great Staff Experience
In this week's episode, we are breaking down how I’m setting my goals for 2026—and why I’ve stopped chasing revenue as the primary target. Making the shift from vague, top-line goals to leading indicators that actually make your practice better, from systems and KPIs to team performance and scaling the right way. If you want to move from being the top producer in your office to the true CEO of your practice, this conversation will challenge how you think about growth, failure, and excellence. These are the exact frameworks I’m using in my own practice as I build for the next phase.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
What “Scaling” Really Means for Private Practice Optometrists | E284
Highlights from this episode:
What “Scaling” Really Means for Private Practice Optometrists (01:03)
Closing Thought: Being the "BEST" vs. Being "BETTER" (22:37)
In this week's episode I’m breaking down what scaling really means for private practice owners—and why it doesn’t have to mean more locations or a bigger empire. I share the hard lessons I learned from scaling too early, how a CEO mindset shifted everything, and why clarity, systems, and product-market fit matter more than growth for growth’s sake. If you’ve ever felt stuck, afraid to rock the boat, or unsure what actually sets your practice apart, this episode will help you think differently about growth heading into the new year.
The 2026 CEO Mindset: Vision, Systems, and Strategy for Optometrists | E283
Highlights from this episode:
The 2026 CEO Mindset: Vision, Systems, and Strategy for Optometrists (00:54)
Closing Thought: Keeping Your Conviction (31:07)
In this episode, we are diving into what it really means to step into the CEO role of your practice and why this mindset shift has completely transformed my growth, my time, and my enjoyment of the business. I walk through the exact phases I’ve lived—from being stuck in the day-to-day grind to finally operating from a place of vision, leadership, and long-term strategy—and the pitfalls I wish someone had warned me about earlier. Whether you're just trying to survive the first 12 months or planning out the next decade, this structure will help you build a scalable, efficient, and truly enjoyable private practice.
From Recall to Reels: The Marketing Strategy Behind My Fastest Practice Growth Yet | E282
Highlights from this episode:
From Recall to Reels: The Marketing Strategy Behind My Fastest Practice Growth Yet (00:47)
Closing Thought: Blueprint for Success (12:05)
In this episode, I’m sharing the exact steps I’m taking right now to grow both my primary care practice and Rejuvenation Dry Eye Center—from social media strategy to recall systems, staff training, and getting more visible in the community. After coming back from P3, vision, consistency, and actually taking action are driving the momentum in my clinic. If you’re looking for practical, real-world ways to grow your optometry practice (and the mindset to sustain it), this episode gives you my exact blueprint.
Small Tweaks, Big Returns: Lessons From My Fifth P3 Meeting | E281
Highlights from this episode:
Small Tweaks, Big Returns: Lessons From My Fifth P3 Meeting (00:53)
Closing Thought: The work begins when the motivation ends (20:34)
In this episode, I break down my biggest takeaways from my latest P3 meeting and what it really means to grow when the “big levers” are gone. After five meetings, I’m realizing that success isn’t about the magic pill anymore—it’s about refining what already works and finding the blind spots I’ve been ignoring. You’ll hear how I’m prioritizing the next 1% improvements, incorporating myopia management, and how I turn conference notes into an executable six-month business plan. Plus, I answer a listener question about launching and promoting a dry eye center the right way.
The #1 Mistake Holding Private Practice ODs Back | E280
Highlights from this episode:
The #1 Mistake Holding Private Practice ODs Back (00:49)
Closing Thought: Facing the Pain (13:55)
In this episode we are talking about the biggest mistake I believe most ODs make when trying to grow a private practice: staying buried in the exam room. For years, I thought success meant seeing more patients, but stepping back has been the real game changer for my business, my culture, and my mindset. Focusing on leadership, strategy, and team development helped us grow 30% this year, and is a perfect example of why the pain of change is always better than the pain of staying the same. If you’ve ever felt stuck between being a doctor and being a CEO, this one’s for you.
5 Game-Changing Questions to Transform Your Optometry Practice | E279
Highlights from this episode:
5 Game-Changing Questions to Transform Your Optometry Practice (00:49)
Closing Thought: What is the cost of staying right where you are? (22:06)
In this episode, I share the five key questions every private practice owner should be asking themselves—and their team—as we close out the year. These questions aren’t just about reflection; they’re a blueprint for growth, leadership, and smarter decision-making. From learning new skills and improving delegation to understanding how every action impacts the business, this conversation will help you uncover what’s working, what’s not, and where to focus your energy next. If you want to end the year stronger and set your practice up for long-term success, this one’s for you.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
The Business of Optometry: Culture, Systems, and the Freedom to Step Back | E278
Highlights from this episode:
The Business of Optometry: Culture, Systems, and the Freedom to Step Back (00:44)
Closing Thought: Finding your passion (16:57)
In this episode, we are talking about what it really means to become the CEO of your practice—not just the doctor seeing patients day to day. Stepping out of the exam lane allowed me to see the business clearly, refine our culture, and build systems that run without me. From developing a thriving team to focusing on core values that truly move the needle, this episode dives into the shift from owning a job to owning a business. If you’re ready to create freedom, scalability, and purpose in your practice, this one’s for you.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
The Power of Evolution: Designing the Life and Practice You Actually Want | E277
Highlights from this episode:
The Power of Evolution: Designing the Life and Practice You Actually Want (00:36)
Closing Thought: Create (17:21)
In this episode, we are talking about evolving as a private practice owner. After 14 years of building my practice from the ground up, I’m learning how to step back from the day-to-day grind and design a clinic—and a life—that reflects what I actually want. From delegating exams and empowering my team, to creating systems that run without me, I’m sharing how I’m redefining success, balancing growth with fulfillment, and staying hungry for what’s next. This episode is about building your dream practice and your dream life—on your own terms.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
Two Businesses, One Roof: How to Separate Clinical and Optical Success | E276
Highlights from this episode:
Two Businesses, One Roof: How to Separate Clinical and Optical Success (00:42)
Closing Thought: What a Privilege (16:28)
In this episode, I dive into one of the biggest mindset traps holding private practices back — running your clinic like a retail store. 👓 As optometrists, we operate two separate businesses under one roof: a medical clinic and a retail optical. When we start making clinical decisions based on retail outcomes, we undermine the care and trust that set us apart. I share how I’ve learned to separate these sides of the business, focus on delivering high-level patient care, and create a practice that patients trust for life — not just for their next pair of glasses.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
Why Systems—Not Superstars—Are the Key to Practice Growth | E275
Highlights from this episode:
Why Systems—Not Superstars—Are the Key to Practice Growth (00:42)
Closing Thought: The truth about risk (14:30)
In this episode, I dive deep into what it really takes to scale your practice beyond being a one-person show. After years of doing everything myself—from answering phones to training staff—I finally realized that systems, not people, are what allow a business to grow sustainably. I break down my four-step process to create scalable systems that free you from dependency on key employees and help you lead like a true CEO. If you’ve ever felt like your practice would crumble without you, this episode is the playbook you’ve been waiting for.
Building a Business That Works for You (Not the Other Way Around) | E274
Highlights from this episode:
Building a Business That Works for You (Not the Other Way Around) (00:46)
Closing Thought: The inner compass (17:24)
In this episode, we are talking about what it really means to reach the next level of private practice ownership—when your business finally starts working for you, not the other way around. I share how I shifted from chasing revenue goals to building a team, creating time to think, and aligning my practice with my vision and values. From scaling beyond the exam room to finding fulfillment in mentorship and balance, this is the mindset shift that changed everything for me.
Taking Bigger Shots: 4 Bold Moves That Transformed My Optometry Practice | E273
Highlights from this episode:
Taking Bigger Shots: 4 Bold Moves That Transformed My Optometry Practice (00:49)
Closing Thought: True Confidence is Earned (18:09)
This past year has felt like a decade’s worth of growth for me as a practice owner, and this week I’m breaking down the biggest risks I’ve taken that completely changed my business. From cutting my patient volume in half to deliver more value, to moving into a larger space, adding associates, and even putting my staff in scrubs—I share how each “big shot” has paid dividends. I’ll also talk about the power of saying no, narrowing your focus, and simplifying your systems so growth actually scales. If you’ve been holding back on making bold moves in your practice, this episode is the push you need to finally take them.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
How To Increase Your Revenue Per Patient Over 50% in Just 3 Months | E272
Highlights from this episode:
How To Increase Your Revenue Per Patient Over 50% in Just 3 Months (00:44)
Closing Thought: The key to good relationships (13:54)
In this week's episode, I share how we boosted our revenue per patient by over $200 simply by setting a higher standard of care and fully committing to our dry eye clinic. I walk through the process we use: establishing a strong baseline, showing patients their results, and having real conversations that uncover what truly matters to them. The result? Happier patients, happier doctors, and a thriving practice that proves you don’t need to chase volume to succeed.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
Simplify, Commit, Grow: The Formula That Took My Optometry Practice to the Next Level | E271
Highlights from this episode:
Simplify, Commit, Grow: The Formula That Took My Optometry Practice to the Next Level (00:46)
Closing Thought: Take big shots and network like crazy! (27:23)
In this episode, I’m doing a deep dive into everything I’ve learned over the past year—from opening a brand-new location to getting on stage with the giants in ocular surface disease. I talk about the real cost of growth (financial and emotional), how simplifying systems is the key to scaling, and why hiring with vision is more important than ever. If you're chasing volume, feeling stuck in the middle 50%, or just not fired up like you used to be, this one’s for you. I'm sharing what it really takes to break through: culture, clarity, commitment, and celebrating the small wins along the way.
Inside My Specialty Clinic Funnel: How to Attract, Convert & Retain Ideal Patients | E270
Highlights from this episode:
Inside My Specialty Clinic Funnel: How to Attract, Convert & Retain Ideal Patients (01:04)
Closing Thought: To make your present better, make your future bigger (20:41)
In this episode, we are talking about how to build a powerful sales funnel for your specialty (using my dry eye practice as an example of course). I share the exact 8-step framework I’m using to grow RDEC into a standalone referral center, and why having clarity on your market, your offer, and your follow-up is a game changer. You’ll hear how I’ve used tools like strategic awareness campaigns to differentiate my brand and attract the right patients. Plus, I share my “impossible goal” and how thinking bigger is reshaping everything I do in practice. If you're serious about scaling your specialty and creating a brand that outlives the doctor, this one's for you.
Stop Competing with the Middle 50%—Here’s How to Stand Out | E269
Highlights from this episode:
Stop Competing with the Middle 50%—Here’s How to Stand Out (00:52)
Closing Thought: Do one thing a thousand times (17:29)
In this week's episode, I get real about the three big changes I’ve made to transform my specialty clinic with lessons learned the hard way after years of doing it wrong. There are a lot of things I wish I had done from the start when building out my dry eye center, now that I’m shifting from just selling treatments to building lasting, educational, and truly impactful care. Whether you’re doing myopia management, glaucoma, aesthetics, or dry eye creating awareness, offering a full treatment menu, and actually following up with your patients are must-do's! If you’re a private practice owner looking to evolve beyond the status quo, this one’s for you.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!
Saying No to "Good" to Build Something Great | E268
Highlights from this episode:
Saying No to "Good" to Build Something Great (01:22)
Closing Thought: Having the tough conversations (20:08)
In this episode, I get real about the tension between what we want and what we need as private practice owners. I walk you through the mental tug-of-war I’m in: deciding whether to chase opportunity or stay laser-focused on building something elite. My passion for ocular surface disease and the dream of scaling RDEC into a renowned referral center help me make the tough choices with saying “no” to good things in pursuit of great ones. We also touch on leadership, hiring, and the hard but necessary conversations that shape your culture. This is for every doctor trying to build something that's not just profitable, but deeply fulfilling.
Join in the conversation and subscribe to the podcast to keep up with all the great content coming down the pipe! For exclusive content, be sure to register your email on our website and I will be sending out newsletters and other great bonuses as we go. I love getting feedback, questions, suggestions, etc. so contact me atwww.theultimateod.com, on social media (click here for ->YouTube,Twitter,Instagram,Facebook) OR, just shoot me an email at drlillie@theultimateod.com and I’d be happy to chat!