Build a better optical business: part 2

By Julian Wiles Country Manager of UK & Ireland Younger Optics *The purpose of any business is to find people, provide them with products or services that are relevant, meaningful or important, retain them – and in doing so make a profitable living.* In part one on this two-part feature, we looked at the difference between being marketing driven and market driven. A marketing-driven organisation is run by the marketing department and revolves around what marketeers do. A market-driven organisation is driven by what the market wants, regardless of what the marketing department feels like doing. There are optical companies driven by acquisitions, or by sales or by shareholders, or by operations and even a few which appear to be run by the employee ‘happiness’ department (although not many). Even in these organisations, the option remains: you can be market driven instead.