Hi, it’s Joe Mireault here—welcome to another episode of Revenue Rx: Optical Retail Wins. This one’s personal.
I want to talk about something that holds more business owners back than competition, budget, or the economy ever could. It’s that nagging gap between intention and execution. The ideas we get excited about—but never finish.
I call this the “Start-and-Stall” syndrome. And yes—I’ve had it too.
I used to think I was being careful, strategic even, by waiting to launch an idea until I got it just right. A new window display? I’d keep tweaking it. A loyalty program? I’d draft the plan… then sit on it. A new promotion idea? It stayed in my head.
What I didn’t realize is that this pursuit of “perfect” was actually paralyzing my progress. I was stuck starting—but rarely finishing.
From Perfect to Productive
Let me ask you this: how many ideas have you had that could’ve improved your business—if only you’d followed through?
For me, the turning point came when I realized that perfection is the enemy of profit. I had to learn to choose progress over polish, and get things out the door.
In this episode, I share some real stories about the projects I almost didn’t launch—and what finally pushed me to get them done. I’ll walk you through how shifting my mindset from “make it flawless” to “make it happen” helped me unlock growth, engagement, and yes—revenue.
Because the truth is, nobody pays for your potential. Customers don’t respond to unfinished ideas or invisible improvements. They engage with what’s real, what’s visible, and what’s working. That only happens when you finish what you start.
How I Got Unstuck
In this episode, I give you some of the practical systems and mental shifts that helped me stop procrastinating and start executing:
✅ The 80/20 rule – I began focusing on the 20% of efforts that actually drive 80% of results. Most of the time, I realized that my endless tweaks were in the 80% that didn’t move the needle.
✅ Block scheduling – I created dedicated time to complete initiatives, not just brainstorm. No emails. No distractions. Just me and the task.
✅ “Finish-to-start” thinking – Once I completed one project, the next one became easier. Momentum breeds momentum.
✅ Celebrate small wins – I made it a habit to pause and acknowledge what got done. That gave me the energy to tackle the next thing.
✅ Accountability – I told my team what I was working on. Suddenly, it wasn’t just a private plan—I had people waiting on me to deliver.
The Cost of Incompletion
Let’s be honest. Every project you don’t finish is a missed opportunity. An unfinished marketing plan doesn’t bring in leads. A half-executed customer appreciation idea doesn’t build loyalty.
Worse yet, those unfinished ideas start to weigh on you. They drain your focus, cloud your confidence, and slowly chip away at your momentum. I’ve seen so many optical retailers with brilliant ideas… that never leave the notebook.
So I’m here to remind you: execution is what separates ambition from success.
Start Small, But Start Finishing
Maybe your to-do list is 100 items long. Maybe you don’t even know where to begin. That’s okay. Don’t try to fix everything at once. Start with one thing. One promise to yourself: I’m going to finish this.
Don’t wait for the perfect time—it doesn’t exist. I used to think I needed more money, more time, more staff. What I really needed was less hesitation.
You don’t need to do it all. But if you start finishing what you start—even just one thing—you’ll feel the momentum. And that momentum is the foundation of a thriving optical business.
🎧 So here’s your prescription:
Hit play on Episode 17. Let’s talk about how to stop waiting and start doing. I promise it’s more than just a pep talk—it’s a practical push toward progress.
Because in business and in life, success doesn’t go to the smartest or the most creative—it goes to the ones who finish.
Joseph Mireault
Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.
Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.
He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.
Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.
Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.
His insights are shared with optical business owners aspiring for greater success in his new book, “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”
That broader scope is part of what defines rural optometry. Instead of hyper-specialized care, rural optometrists take on a wide spectrum of clinical responsibilities: macular disease, urgent injuries, chronic complications, and everything in between. It’s a challenge—but also an education.
