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Those of us who have been in the eyecare profession for many seasons of our lives know when we\\u2019ve hit a comfort zone in our career. One may have slid into automatic, and that is no longer possible; all the rules from COVID and post-COVID have changed how we do business. Our perception on business and marketing shifted, never to return to how it was. For our patients, some are benefiting from additional personalized care. With this, there is one piece of marketing that remains the same: Being seen. Patients need to find us and eye care professionals need to market themselves. Today\\u2019s podcast is an interesting lesson in perception.