Why Phoropters Matter

An optometrist uses a phoropter to work out which lenses will correct your eyesight.

They switch back and forth through different ones until they find what works for you.

Which looks better or worse? Any improvement now? It’s mix of science and subjectivity. Finally, the whole pyramid of letters on the wall chart pops into focus. Suddenly you can see clearly.

When you get your new glasses, it's hard to imagine why you put up with limited vision for so long.

Maybe you were too busy to book an appointment or had just learnt to make do with poor vision – adjusting the screen's position, squinting at the book, or relying on someone else to tell you what the sign says.

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People get caught up implementing a strategy without determining whether it’s as clear and focused as it should be.

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The churn of the day makes the consultation with a Phoropter a low priority. But without a regular check-in, everything slowly drifts out of focus.

What if we took the same approach to brand strategy? If we always looked at what we’re doing through the same old pair of glasses? Never took the time to try some other lenses?

This is the kind of thing I see happening all the time. People get caught up implementing a strategy without determining whether it’s as clear and focused as it should be. Hunches and assumptions are left blurry because they feel too hard to look at.

Every marketing leader needs to find their phoropter.