Optometry: The Ultimate O.D.
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© Optometry: The Ultimate O.D. Podcast
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Welcome to The Ultimate O.D. podcast with host, optometrist and practice owner, Dr. Nick Lillie. Join us weekly as Dr. Lillie brings the real talk with hard won wisdom and levity on all things Optometry such as practice management, practice specialties, business tips, and more all from his own personal experience!
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How to Differentiate Your Optometry Practice in a Crowded Market | E294Highlights from this episode:How to Differentiate Your Optometry Practice in a Crowded Market (00:46)Closing Thought: Living in the Present (24:04)In this episode, I dive deeper into why your elevator pitch matters and how clarity in your vision is the key to building a scalable, successful optometry practice. Refining my message around dry eye and ocular surface care transformed the way I lead my team, recruit doctors, and grow my business. If you’re tired of sounding like every other practice in town and want to truly stand out, this episode will challenge you to simplify your message and think like a CEO. Strong peers sharpen your clarity, and that clarity is what ultimately creates the practice and life you actually want.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 the Elevator Pitch | E293Highlights from this episode: The Power of the Elevator Pitch (00:38)Closing Thought: Calm during the storm (28:48)In this episode, we are breaking down why every private practice owner needs a clear CEO elevator pitch if they truly want to grow and scale their practice. I share how defining what we DON'T do, articulating our vision, and selling direction instead of treatments completely transformed my dry eye clinic, my team, and my marketing. This isn’t about listing your services—it’s about giving people hope, creating alignment, and attracting the right patients and staff who believe in what you’re building. If you’ve ever felt stuck competing on glasses and contacts, this episode will help you rethink how you position your practice.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!
Failure, Fear, and Growth: A New Way to Think About Running Your Practice | E292Highlights from this episode:Failure, Fear, and Growth: A New Way to Think About Running Your Practice (01:01)Closing Thought: 4 Life LessonsIn this week's episode, I dive into why most “failure” in optometry isn’t financially the way you'd think and how the identity you choose as a practice owner shapes every decision you make. We talk about the difference between thinking like a doctor who owns a practice versus a CEO who happens to practice optometry, and why comfort and complacency are the real enemies of growth. I share real stories from my own wins and mistakes in marketing, staffing, and strategy, and how taking calculated risks changed everything. If you want a stronger mindset and a more intentional path forward for your private practice, this episode is 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!
Rest Isn’t a Reward: The Secret to Sustainable Practice Growth | E291Highlights from this episode: Rest Isn’t a Reward: The Secret to Sustainable Practice Growth (01:01)Closing Thought: Embracing Everything (21:20)In this episode, I share the mindset shift that completely changed how I run my practice—from being stuck in the exam room out of guilt to finally stepping into the role of CEO and leader. I talk about how overworking was really fear disguised as work ethic, and how becoming the bottleneck was holding my team and business back from growing. If you’re struggling to let go, build systems, or stop tying your self-worth to production, this episode is for you. My goal is to help you avoid the mistakes I made and start intentionally shaping your practice instead of letting it shape 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!
Spotlight vs Floodlight: Mastering Focus as an Optometry Practice Owner | E290Highlights from this episode:Spotlight vs Floodlight: Mastering Focus as an Optometry Practice Owner (00:46)Closing Thought: The Blind Man's StickIn this week's episode, we are breaking down why your attention is the most valuable resource you have as a practice owner and how learning to control it can transform your patient care, your team culture, and your burnout level. I share what I’ve learned about using “spotlight” focus in the exam lane, “floodlight” awareness for your staff and culture, and why living in constant juggling mode will wear you out fast. This shift in how I manage my time and focus has helped us maintain revenue with fewer exams and create a healthier, more sustainable practice. If you feel scattered, reactive, or burned out, this episode will challenge you to take back control of where your energy really goes.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!
Specialty Clinics in Optometry: Lessons from Building a Successful Dry Eye Practice | E289Highlights from this episode: Specialty Clinics in Optometry: Lessons from Building a Successful Dry Eye Practice (01:09)Closing Thought: Multi-Practice Insights from The Power Hour (24:40)If you’re thinking about starting a specialty clinic, this episode is my honest, no-fluff take on what I’d do differently knowing what I know now. In my case with dry eye, it isn’t about buying an IPL or chasing shiny equipment, but it's about building a system, aligning your team, and making ocular surface disease part of how you practice every single day. We talk strategy, efficiency, revenue per patient, and why growth sometimes means seeing fewer patients—but doing it better. These principles apply to dry eye, but honestly, they apply to any specialty clinic you’re considering adding to your practice.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!
Operator vs CEO: The Mindset Shift Every Practice Owner Must Make | E288Highlights from this episode: Operator vs CEO: The Mindset Shift Every Practice Owner Must Make (00:53)Closing Thought: Intentionality (24:06)When I started my practice as a cold start, I was the business and for a long time I stayed stuck in that operator mindset without realizing it. In this episode, I walk through the shift from being the daily problem-solver to truly becoming the CEO of my optometry practice, and how that change transformed my team, my growth, and my peace of mind. I share the mistakes I made by reacting emotionally, checking daily numbers, and meddling in the day-to-day, along with the systems and mindset that finally helped me step back and lead strategically. If you’re a private practice owner who feels like the bottleneck, this episode is 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!
Your Goals Are Garbage: A CEO-Level Strategy for Private Practice Optometry | E287Highlights 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.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 Specialization in Optometry: Stop Doing More to Grow Faster | E286Highlights 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.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 I’m Setting Goals for 2026 as an Optometry Practice Owner | E285Highlights 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 (19:34)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 | E284Highlights 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.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 2026 CEO Mindset: Vision, Systems, and Strategy for Optometrists | E283Highlights 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. 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!
From Recall to Reels: The Marketing Strategy Behind My Fastest Practice Growth Yet | E282Highlights 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.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!
Small Tweaks, Big Returns: Lessons From My Fifth P3 Meeting | E281Highlights 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.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 #1 Mistake Holding Private Practice ODs Back | E280Highlights 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.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!
5 Game-Changing Questions to Transform Your Optometry Practice | E279Highlights 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 | E278Highlights 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 | E277Highlights 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 | E276Highlights 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 | E275Highlights 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.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!
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