first person

Opinion: You Are
What You Say You Are

by Alan Cleinman

The words we use in our everyday language make a huge difference in how we're perceived. As one "for instance," try eliminating the word "can't" from your vocabulary.

It's a word used by negaholics. If you use it frequently (you can't do this, I can't do that) you may be perceived as someone who only focuses on what's wrong. And you may even build a reputation as someone who can't get things done.

The inverse is that person who comes across as confident and meets every challenge with "we can do it." That individual will generally be the first one picked for any team; the one that gets the best assignments; the most support.

The two individuals may have similar technical skills…but one will more likely get the opportunities before the other.

The difference?

A single word.

As a long-standing member of the eyecare community, I'm often troubled by some of the words I hear.

One such word is "dispensary." I say let's get rid of it. Stamp it out. Off with its head!

Dispensary.

Roll the word around in your mind for a minute. It's a cold word. Say it out loud slowly.
D..i..s..p..e..n..s..a..r..y.

It sounds so old and very medical. What comes to mind is despicable. A cold and angry word.

So very non-fashion and low tech.

"Mrs. Jones, please go to the dispensary and pick out some glasses" connotes an image of white walls and linoleum floors; nurses in scrubs and dirty sneakers; florescent lighting and that horrible smell of disinfectant. It's a 1950's socialistic kind of word.

My vote—let's replace the word with "boutique" or "gallery."

Try those out for a minute.
Say them out loud.

"Mr. Smith, please join me in our Eyewear Gallery. We'll pick out something special."

Doesn't that send a more positive message?

I'll bet you're sensing images of color and fashion coming forth. Warmth. Smiling faces. Laughter.

"Boutique" and "gallery" are welcoming words. Dispensary is not!

I'm on a personal mission to wipe the word "dispensary" from our industry's vocabulary. Please join me in my quest. I'm confident that, together, we can accomplish this daunting task. I know that our industry, and your individual enterprise, will be better for the change.

Alan Cleinman is president of Cleinman Performance Partners (www.cleinman.com), a business development consultancy for the owners of progressive optometry practices. The founder of more then a dozen businesses, he has been a student of the industry for 35 years.