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9781732655706

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Why This Book Has No Endorsements Since leaving Wall Street to found Eyeglasses.com, I have been the bad guy. Since 1999, I have been an outsider in the tightly knit eyewear industry where suppliers, eye doctors, and retailers work closely together to keep prices high and consumers ignorant. For almost twenty years I have been working to educate consumers, increase their choices, and reduce their costs in eyewear. It is truly amazing that, today, this book is the first consumer buying guide written to educate consumers about how to buy eyewear. Optical dispensaries, your optician, and optometrists everywhere love to hate the internet and all internet stores. They believe that the internet is destroying their business (it isn't), and the online stores are taking business away (they aren't). The fact that consumers purchase eyewear only once every two years shows what a poor job optical stores are doing about selling their product and services. Buying eyeglasses has become difficult, expensive, and unpleasant--not nearly as enjoyable as buying shoes. And consider this: Even though eyewear is more visible than any other piece of clothing, most people have only one pair of glasses. Here's my suggestion to the industry: If you lower your prices, you will sell more glasses to more people, be successful doing so, and improve people's lives. Alas, old habits die hard, and these professionals would no sooner endorse this book and the information I am about to tell you than stick a needle in their eye. Yet I persist--providing valuable information in this book and on my company's website at Eyeglasses.com--and offer massive choice where choice is limited and sell at reasonable prices. This book will save you time, money, and hassles in your next purchase of eyeglasses--and for me, that is success in itself.

Why This Book Has No Endorsements Since leaving Wall Street to found Eyeglasses.com, I have been the bad guy. Since 1999, I have been an outsider in the tightly knit eyewear industry where suppliers, eye doctors, and retailers work closely together to keep prices high and consumers ignorant. For almost twenty years I have been working to educate consumers, increase their choices, and reduce their costs in eyewear. It is truly amazing that, today, this book is the first consumer buying guide written to educate consumers about how to buy eyewear. Optical dispensaries, your optician, and optometrists everywhere love to hate the internet and all internet stores. They believe that the internet is destroying their business (it isn't), and the online stores are taking business away (they aren't). The fact that consumers purchase eyewear only once every two years shows what a poor job optical stores are doing about selling their product and services. Buying eyeglasses has become difficult, expensive, and unpleasant--not nearly as enjoyable as buying shoes. And consider this: Even though eyewear is more visible than any other piece of clothing, most people have only one pair of glasses. Here's my suggestion to the industry: If you lower your prices, you will sell more glasses to more people, be successful doing so, and improve people's lives. Alas, old habits die hard, and these professionals would no sooner endorse this book and the information I am about to tell you than stick a needle in their eye. Yet I persist--providing valuable information in this book and on my company's website at Eyeglasses.com--and offer massive choice where choice is limited and sell at reasonable prices. This book will save you time, money, and hassles in your next purchase of eyeglasses--and for me, that is success in itself.

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