The past thirty years has seen major changes in both the optical retail and wholesale sector. Where privately owned businesses are working hard against the seemingly relentless tide of commercialism.  What do we expect when professional buyers, marketers, trainers and advertising agencies come face to face with the clinician running their privately owned enterprise?The thing is the challenges are essentially the same for any business. To find people who want to buy what you have to offer and keep them coming back for more, which is all about information, communication and education.  Commercial skills are not taught at the Universities and Colleges for Optometrists and Dispensing Opticians. But they can be learned, quickly.Here are the secrets you were never taught at University. You’ll discover necessary mind set, the myriad choices and opportunities that are open to you today and tomorrow. You’ll understand how everything is interlinked. ‘Thinking Allowed’ is the book you read before you spend a single penny on marketing, advertising, websites or social media. It’s the book you read if you have ever thought: “my business is stuck” or if you think: “what do I do next?”. Thinking Allowed offers a menu from which you can pick and choose what’s right for you.