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!
409 Episodes
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Inside My Specialty Clinic Funnel: How to Attract, Convert & Retain Ideal Patients | E270Highlights 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 | E269Highlights 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 | E268Highlights 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!
From Horse-and-Buggy to Ferrari: Thinking Bigger in Your Practice | E267Highlights from this episode: From Horse-and-Buggy to Ferrari: Thinking Bigger in Your Practice (00:53)Closing Thought: Courage vs. Confidence (15:29)Success isn’t just about hard work—it’s about raising your standards. In this episode, I break down the difference between confidence and courage, and why courage is what actually moves you into the top 1%. I share the tough decisions I’m facing in my own practice and how thinking bigger is the key to escaping mediocrity. If you’re ready to level up your mindset, your business, and your life, 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!
Staffing, Patients, Strategy: The Non-Negotiables for Practice Success | E266Highlights from this episode:Staffing, Patients, Strategy: The Non-Negotiables for Practice Success (00:50)Closing Thought: You can have anything, but you can't have everything (26:44)The three biggest lessons that can make or break your private practice: staffing with intention, attracting the right patients, and knowing what to say “no” to. After 14 years in the trenches, I’m sharing the hard-earned truths, mistakes, and strategies that transformed my own practice. Whether you’re starting cold, growing, or overhauling your practice, this episode gives you the real-world blueprint for long-term success.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 Went from Volume-Based Burnout to Vision-Fueled Freedom | E265Highlights from this episode:How I Went from Volume-Based Burnout to Vision-Fueled Freedom (00:41)Closing Thought: Don't Get Comfortable (17:47)In this episode we're talking about how my solo cold-start practice grew into a thriving dry eye and ocular aesthetics center—with a team that brings just as much juice as I do. I’ve realized that real growth happens when you stop trying to do everything yourself and start surrounding yourself with people who are equally driven, passionate, and hungry for more. From hiring my associate to building the right culture with intentional staffing, this season has been all about creating a vision that’s bigger than me—and finding people who believe in it just as much. I talk about the mindset shifts, the wins, the struggles, and how being around the right circle changes everything. If you’re building something bigger than a job and want to create real impact, this one’s for you. Let’s talk vision, growth, and how to keep the energy high.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!
Building Bigger Than You: Creating a Brand That Outlives the Doctor | E264Highlights from this episode:Building Bigger Than You: Creating a Brand That Outlives the Doctor (00:34)Closing Thought: Burn the boats. (17:46)In this week's episode it's all about having the tough conversations and making bold moves. I share how I navigated leadership challenges, staff transitions, and the emotional rollercoaster of growth, all while staying true to my core: giving hope, educating, and advising. From starting fresh with new hires to adding game-changing tech like Tixel, I’m building something that feels aligned and energizing. I’ve got a vision, a plan, and most importantly, the juice to make it happen—and I want that for you too. Whether you’re starting out, scaling up, or redefining your niche, this episode will hit home. Let’s talk passion, purpose, and what it really takes to create a brand that’s bigger than any one doctor.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!
Vision First: Why Every Optometrist Needs a 5-Year Plan | E263Highlights from this episode: Vision First: Why Every Optometrist Needs a 5-Year Plan (00:41)Closing Thought: 2 Keys to Accomplishing Great Things (20:51)In this episode we're talking about what it means to actually lead your practice with vision. I've made some big changes—like bringing on a rockstar associate, down-scheduling for better patient care, and adding new tech like Tixel and dry eye slit lamps. But more than that, I share how clarity in your brand and culture changes everything—from hiring to uniforms to long-term growth. If you're tired of chasing every shiny object and want to build a practice that actually reflects what you love doing, this episode is for you. I’ll let you in on how I’ve shifted from being just a provider to being the CEO—and how that mindset will change your life.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!
Navigating Turnover: How to Build a Culture That Thrives on Change | E262Highlights from this episode:Navigating Turnover: How to Build a Culture That Thrives on Change (01:08)Closing Thought: The only way to do great work is to love what you do (29:42)In this episode we are talking about my journey to reshape my optometry practice into something that truly reflects my passion—focusing on dry eye. It wasn’t just about adding a specialty; it meant building a strong culture, defining clear roles, and hiring people who genuinely fit our values—not just filling spots. I’ve had to make tough staffing decisions, but each step brought us closer to the team we need. Upgrading our image with professional scrubs and investing in tools like slit lamp cameras and Tixel have elevated both our patient care and how we present ourselves. More than anything, I’ve realized the power of aligning your work with what excites you most. This shift has made my work more meaningful, and I encourage others to lean into what they love—it really does make all the difference.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!
Authentic Passion Cannot Be Duplicated: Your Secret to Professional Success | E261Highlights from this episode:Authentic Passion Cannot Be Duplicated: Your Secret to Professional Success (00:59)Closing Thought: Effort and Success (21:36)In this episode we are talking about enjoying your work even amidst challenges like a broken phoropter or a leaking ceiling. Loving what you do makes you unbeatable. You cannot beat authentic passion. 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 Space, Big Profits: Optometry Practice Growth | E260Highlights from this episode:Small Space, Big Profits: Optometry Practice Growth (01:12)Closing Thought: Everything has a price (18:46)Today we are answering a listener question that was submitted and I think will give great value to everyone! The question is from an OD couple running their own private practice in a small space and looking for ideas to optimize it and work as efficiently as possible. I have 3 main suggestions that I have curated over the past 13 years of being in a very similar situation. I hope you use these things to maximize your practices whether that's a small office or a large one.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!
4 Areas of Focus for Practice Success Within 12 Months | E259Highlights from this episode: 4 Areas of Focus for Practice Success Within 12 Months (00:48)Closing Thought: Delusional Belief! (14:21)In this episode we are talking about a pivotal moment that truly shaped my journey toward becoming the CEO of my practice, shifting my focus from the exam room to coaching staff and growing the business. It all stemmed from a question from a potential associate: "What would your goal be fore me at the end of the year?". That question crystallized my thoughts into four essential areas of focus that any doctor can master in a single year and become truly exceptional. Make sure to listen through to the end for my personal philosophy: "Have Delusional Belief!". 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 Growth Playbook: Wisdom from Coaching and Business | E258Highlights from this episode:The Growth Playbook: Wisdom from Coaching and Business (1:00)Closing Thought: (21:04)I am making the jump back into football, my friends! Coaching that is - and as I have been preparing for the upcoming practices, I am reminded of the amount of mentorship that takes place in sports. There are 5 key principles that I want to share with my team that also are incredibly applicable to our practices. I will say that continuous learning and drawing wisdom from diverse sources and applying those lessons to both personal and professional worlds will unlock doors in your life!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!
Applying the Disney Standard: Communication & Combustion Points | E257Highlights from this episode: Applying the Disney Standard: Communication & Combustion Points (01:05)Closing Thought: The power of positive feedback (19:28)One of my practice's main core values is "Care". This value has evolved over the last year as it became clear that we were very good at caring for our patients... but we were NOT caring for each other as team members. This led me to implement principles from the Disney Institute to help our staff support each other while still giving incredible patient care. This also required a shift in focus from purely monetary goals to prioritizing a positive team environment. As we've implemented these changes, there is a night and day difference in attitudes and energy in our 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!
The Relentless Pursuit of Practice Growth | E256Highlights from this episode: The Relentless Pursuit of Practice Growth (00:48)Closing Thought: Happiness Comes From Striving Towards the Mission (18:27)In this episode we are talking about the challenges and strategies of scaling from an early-stage startup to a multi-million dollar practice. Growth is a continuous, demanding process that requires resilience, strategic planning, and difficult conversations but let me assure you - it's worth it! Three key things I hope you take away from this are the importance of simplifying the vision, consistently reinforcing core values, and being proactive rather than reactive in business decisions. Join me on the journey!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!
Practice Management: Lessons Learned | E255Highlights from this episode: Practice Management: Lessons Learned (00:13)Closing Thought: The Cost (22:53)This episode is a conglomeration of the biggest lessons learned and tools I've used the past few months to lay the foundation for the next level. We are putting things in place for another doctor, another location, and beyond! Learn from my mistakes and cut some time off your own journey. 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 Grow Your Practice Without Destroying It | E254Highlights from this episode: How to Grow Your Practice Without Destroying It (00:53)Closing Thought: Humble enough to be replaced, wise enough to know there's no one like me (15:07)I have found the age-old adage "if you're not growing, you're dying" certainly applies to optometry practices. If you aren't moving towards something bigger or better, you are fading away. Growth, however, can bring more than just more revenue - it can be the bearer of bigger issues if not done right. I hope you learn from some of my mistakes that I've made the past 9 months and chart a better course for your own 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!
The True Cost of Poor Management: Your Culture | E253Highlights from this episode:The True Cost of Poor Management: Your Culture (01:05)Closing Thought: You Don't Learn How to Swim by Reading About Water (19:57)If you have listened to this podcast for any length of time, you know how important culture is in our practice. The issue as of late has been finding the source of a culture breakdown... and it has been located: our management. It's a kick to the gut realizing that the people you have put in place to lead your team are - though no fault of their own necessarily - cutting the office culture off at the knees. Listen to how we are attacking this and getting back on track!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 Become So Valuable, You Are Not Needed in Your Practice | E252Highlights from this episode: How to Become So Valuable, You Are Not Needed in Your Practice (00:53)Closing Thought: If you always do what you've always done... (27:55)The more meetings I attend with my P3 study group, the more my vision is crystallizing for what I was my practice to become. I have created a 6 month to 5 year plan of attack for making myself so valuable that I am no longer necessary for my practice to operate. The time I'll get back to spend on the things I love and enjoy is the greatest reward! 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!
Critical Moves Today for Your Dream Practice Tomorrow | E251Highlights from this episode:Critical Moves Today for Your Dream Practice Tomorrow (1:04)Closing Thought: Fear comes from inexperience, not incapability (22:09)The more time I spend with people that are more successful than I and have the kind of life and practices that I dream about, the more I realize all the steps are there, I just need to start walking. There are things I've heard for years that I either didn't believe or didn't think would work for my situation. For example: you will make more money outside of the exam room. Let me walk you through my journey from disbelief to reluctance to shouting it from the rooftops so I can encourage other ODs that are in the same boat as I was!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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