Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.
Are You Running Your Practice — or Is It Running You?
Discover the 9 leadership roles every optometry practice must master to build stability, profitability, and the freedom you went into practice for.
The Nine Hats of Optometry
Thomas A. Hlusak · Sedona Advisory Group, LLC
Paperback
$47.97
Print edition
Ships within 5–7 business days
Hardback
$89.97
Premium edition
Produced to order — allow approx. 15 business days
Secure checkout · Shipped directly from Sedona Advisory Group · No subscriptions
The Problem
Optometry School Didn't Teach You This
You spent years mastering the clinical side of optometry. The business side was an afterthought — if it was covered at all. An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education, yet 100% of private practice owners need it from day one.
That gap is where the stress lives.
Financial uncertainty — not knowing if you're actually profitable
Staffing challenges that drain your time and energy
Operational inefficiencies you can feel but can't fix
Inconsistent patient flow and no real marketing strategy
No long-term vision for where the practice is going
The Framework
Nine Roles. One Practice. Your Clarity.
The Nine Hats framework organizes every responsibility of practice ownership into nine distinct leadership roles — each with its own KPIs, decisions, and blind spots. When you know which hat you're wearing, you stop reacting and start leading.
CEO
Chief Executive
Vision, direction, and culture
COO
Chief Operating
Systems, workflow, efficiency
CFO
Chief Financial
Numbers, margins, cash flow
CMO
Chief Marketing
Patient acquisition and brand
CRO
Chief Revenue
Growth, pricing, and sales
CHRO
Human Resources
Staffing, culture, retention
CIO
Chief Information
Technology and data
CLO
Chief Legal
Compliance and risk
CSO
Chief Strategy
Long-term planning and exit
<2%
of optometry school curriculum is devoted to business education — yet every private practice owner carries the full weight of running a business from day one.
Based on analysis of U.S. optometry school curricula
About the Author
Thomas A. Hlusak
Tom Hlusak has spent decades working alongside optometrists — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The Nine Hats of Optometry was written because he kept having the same conversations — with different doctors, in different states, dealing with the same preventable problems. The book is the distillation of those conversations into a practical framework any practice owner can use immediately.
Sedona Advisory Group, LLC provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for eye care professionals.
What happens after you order
1
Your book ships directly to youPaperback ships within 5–7 business days. Hardback is produced to order — you'll receive a confirmation email with your estimated delivery window.
2
You read it and apply the frameworkEach chapter is built for practitioners, not academics. KPIs and reflection questions included throughout. Start with the hat that makes you most uncomfortable.
3
Book a free 15-minute call when you're readyNo sales pressure. We listen to where your practice is and tell you honestly whether a formal evaluation makes sense for you.
A note on hardback orders
The hardback edition is produced to order and requires approximately 15 business days for delivery. Once your order is placed you'll receive an automated confirmation with your estimated ship date.
Order The Nine Hats of Optometry
Choose the edition that's right for you. Both ship directly from Sedona Advisory Group.
Questions? Email [email protected] — we respond within one business day.