🎙️ Revenue Rx – Episode 18: Old School – Back to the Future

In business, movement beats meditation. Here’s why doing something—even imperfectly—matters more than waiting for the perfect plan.

Hey, it’s Joe Mireault—and this episode of Revenue Rx is a reality check.

You’ve heard me say it before: success in optical retail isn’t just about what you know. It’s about what you do. And this time, we’re going deep on a topic that holds way too many optical business owners back—inaction.

I’ve seen it play out over and over again: someone opens an optical shop with all the right intentions, solid training, maybe even a few bold ideas. But then… nothing. They wait. They hesitate. They keep tweaking their plan, hoping for the perfect moment to launch a campaign, try a new window display, or rework their pricing strategy.

Here’s the brutal truth: the perfect plan doesn’t exist. And the longer you wait for one, the more opportunities you miss.

The Myth of “Ready”

When I launched my first store, I didn’t have all the answers. I didn’t have an MBA. I didn’t even have experience in retail when I got started. What I did have was a willingness to try things. Sometimes I failed. Often, I learned. But always—I moved.

And that’s the point of this episode. If you’re stuck waiting for conditions to improve or for inspiration to strike, you’re going to be waiting a long time. Meanwhile, someone else in your market is testing ideas, adjusting, and gaining ground.

You Don’t Need to Know Everything

I dive into the psychological side of business hesitation in this episode. For many of us—especially professionals in optometry or healthcare—we’re trained to value precision, certainty, and correctness. That’s great in the exam room. But in the business world? Done is better than perfect.

You don’t need a 40-page strategy to make progress. You need a next step. And the courage to take it.

Why Action Unlocks Clarity

One of the biggest myths in business is that clarity comes before action. In reality, clarity comes from action.

When you try something—whether it’s a promotion, a referral program, a new display—you generate data. You observe customer response. You gain feedback. And suddenly, the fog lifts.

In this episode, I share a few examples from my own journey, including the small but impactful moves that turned into major wins. Not all of them were revolutionary. Some were as simple as rearranging a window display or handing out branded coffee holders. But they sparked momentum. They told the community, “Hey, we’re alive. We’re evolving.”

Real Business, Real Momentum

You don’t need to swing for the fences with every initiative. In fact, many of my most effective changes came from low-cost, low-risk, quick-win actions. Things like:

• Partnering with a local business for co-branded visibility
• Changing how I acknowledged returning customers
• Adjusting merchandising for better traffic flow
• Offering a small, unexpected “thank you” gift at pickup

Each of these moved the needle a bit. And they gave me confidence. More importantly, they gave my customers a reason to take notice—and take action themselves.

Start Small—but Start

Here’s your call to action: If you’ve been sitting on an idea, launch it. If your store’s been coasting, shake things up. If your to-do list has grown stale, pick one thing and finish it this week.

In this episode, I give a few practical “starter actions” that require almost no budget but can create momentum immediately. They’re field-tested by me—and they work.

This isn’t about hustle culture or grinding 24/7. It’s about understanding a key truth in retail: customers can’t respond to ideas you never execute.

🎧 Tune In Now

Listen to Episode 18 of Revenue Rx if you’re ready to break the cycle of waiting and start building the business you know is possible.

Remember: movement breeds momentum. And in the retail world, that might just be your competitive edge.

Because standing still? That’s the most expensive choice of all.

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.”