Definitions matter. Otherwise we never know what the hell we are talking about. Better to describe exactly the nature or meaning of whatever you are talking about. Most people forget this. Multiple definitions exist by the way, so what matters is that you are clear with yourself about your definitions, and use them to guide you forward.

Take being an independent practice. What does it mean to be independent? The dictionary is a good starting place…

Independent means;

• free from outside control; not subject to another’s authority.
• not depending on another forlivelihood or subsistence.
• not being controlled or ruled by another: free.

Now if you really know what being independent means, and you truly value it, then it becomes as clear as day why I do, and advise others, to do what I do. For me, being independent is something I literally feel in the pit of my stomach. When I’m challenged on it I push back and hard. Tell me I can’t do something or I’m not allowed to do something and every cell in my body wants to prove you wrong. That’s what being independent is. It’s not paying lip service and then acting in ways that are opposite to what you say you are.

It’s why I told Luxottica to take a running jump years ago. It’s why I would never put up with insurance companies walking all over me, nor would I allow my practice to become dependent on them. It’s why I’m not remotely interested in selling the majority of my practice to the Hakim group or any other group that is buying up practices. I value my independence too much. I won’t be bullied by a member staff who thinks they’re a rockstar and too important to get rid of no matter how many problems they cause or how toxic they make the culture. I don’t care how good their sales are. I have zero problem in saying my practice is only for people who want to look good and feel good in glasses and who are happy to pay a premium for the best service, expertise, and overall experience. It is not for the majority. I’m not going to even attempt to contort myself into a pretzel trying to bend over backwards and be everything to everyone. No thanks. And on and on. You know all of this in a heart-beat if you really value your independence as a practice. Read the definition again.

By the way, it doesn’t mean being wreckless, unrealistic, stupid, cutting-your-nose-off-to-spite-your-face, or being arrogant or unkind.

Autonomy is another word I love and value more than anything when it comes to how I want to work. It means self-governing. The ability to make your own decisions rather than being told what to do. This is a common trait among the most successful entrepreneurs I come across. It’s your business. It’s your life. You’re in charge. I believe that with every fibre of my being.

When you know (and feel in your gut) what you believe, it is the rocket fuel that propels you forward, boldly and courageously, with passion and determination to find a way to make it happen.

Our core value at Jones And Co. is ‘Deliver Wow’ and that gets me just as worked up as what it means to be independent. And the two are connected. Deliver Wow is not just meant to sound catchy. ‘Wow’ means minds are being blown. Are you blowing your customer’s mind with how good your service is? If not, you have work to do. We all have.