Over the last nine years, I have had the honor of supporting PECAA Max members who have opened new eye care practices. During the process of establishing a practice, it’s important to be intentional about purpose. You may be wondering how purpose factors into culture, and that is easy to answer.
Purpose-Driven Culture
Recent years have seen a rise in what is widely referred to as a ‘purpose-driven culture.’ To better understand how purpose and culture work together, it’s important to understand how each works on its own. Think of your purpose as your why (the very reason your practice exists) and your office culture as your how (the way you want the practice to behave). Collectively, your purpose provides the direction for your practice, and your culture is fashioned on the values and habits that support your purpose. Your culture differentiates you from the rest.
One of the key elements to creating success in a purpose-driven culture is formed by the leadership ‘walking the talk.’ This starts with clear communication and is translated by living the practice’s purpose, establishing that you mean what you say.
Walk The Talk
I’d like to share a brief story about my daughter, who worked for a very large company. While interviewing for the position, she shared some things that are vitally important to her — women’s Initiatives, DEI programs and support for the LGBTQ+ communities. As these seemed to also be important to the hiring company, the support for these initiatives ended up being a primary reason she ultimately decided to join their team. Soon after starting her new position, though, hundreds of emails between company leadership were discovered, which made their seeming unwillingness to ‘walk the talk’ quite clear, causing more than 140 employees, including my daughter, to voluntarily leave their positions over six months.
Although this may seem an extreme example, it isn’t a new or unfamiliar story. Too often, an organization’s stated purpose and values don’t align with their actions, and in turn, doesn’t feel or prove to be authentic. Behavior of this manner frequently comes with unintended outcomes for the true foundation of the business, its employees. The result often manifests in low morale, high turnover, negativity, and decreased growth rates in the practice.
Culture Speaks Volumes
On the flip side, a recent article about Starbucks and its purpose-driven culture spoke to how its purpose aided not only in recruitment but also in a deeper connection with the communities the company serves. Additionally, research from Deloitte found that purpose-oriented companies report 30% higher levels of innovation and 40% higher levels of workforce retention than their competitors.
Does Your Practice Have A Purpose-Driven Culture?
Here are a few questions to ask yourself:
- Does your team align with and feel connected to your purpose?
- Do you know your team? Gen Z’s and Millennials are our most purpose-driven generations and prioritize jobs that strongly align with their values and allow them to contribute to society.
- Does your purpose have a connection to your brand?
- Does your team understand what differentiates you from your competitors? Do your patients?
Remember, this all starts with you. Purpose-driven leaders prioritize the purpose and values of the practice above all else. At the end of the day, can you say the same?
If you would like to learn more about how the culture in your practice can affect your overall success, PECAA’s Director of Member Experience, Jenny Wiley, is here to help. As a PECAA Max member, you can receive expert advice from PECAA’s Member Business Advisors at no additional cost! Already a member? Book a meeting with Jenny here to get started. Not a PECAA Member? Contact us to learn how PECAA can help your practice thrive.
Jenny Wiley, Director of Member Experience
Connect with Jenny on LinkedIn
Jenny Wiley’s first exposure to the eye care industry was as a babysitter to her hometown’s only optometrist. Soon, she was helping out around the office during her summer breaks from college. Over the next 30(ish) years, Jenny worked in optical, earned her Certified Ophthalmic Technician Certification and transitioned into management. Prior to joining PECAA in February 2015, she led a 10-location ophthalmology and optometry practice in Portland, Oregon. She has led PECAA’s Cold Start Program since December 2015 and is passionate about helping new practice owners succeed.
