Objective Management

The Fair Way to Manage Staff

Richard S. Grifasi, OD

● Practicing Clincian

o 24 years

● Private Practice Owner

o 17 years solo owner

Practicing Clinician

● Med/Surg Practiceo Katzen Eye Groupo Hirsch Eye Group

● Corporate Optometryo Pearle Vision Centero Lenscrafterso America’s Best (short)

● Professional Group Practiceo Vision Associates (six locations)

● Solo Practice!

Solo Practice

● Two things I learned:o I am a business person at heart.o I practice optometry as a hobby.

My Solo Career

● 1997 Grifasi Eyecare and Optical I, Inc. o Elkton, MD

● 1998 Grifasi Eyecare and Optical, II, Inc.o Havre de Grace, MD

● 2003 Grifasi Eyecare and Optical, III, Inc.o Lewes, DE

Semi-Retirement

● 2008 Decided to Semi-Retire.● 2008 Divested out of two locations (Kept Lewes).● 2009 Boredom Set in.

Re-Branding/Re-Emerging

● 2009 Re-branded as L’occhio Eyecare-Eyestyle.

Re-Branding/Re-Emerging

● Focused on Internal Operationso EMRo Hippao Web/Social Media (the new marketing???)o Improved Business Operationso Opened a second location in DC (March 2013)

Personnel/Staff

● The most challenging/stressful area of operating my practice o Managing Staff!

● Problems:o Constant Turnovero Constant Staff Upsetso Huge drain on my practice!

How Do I Solve This?

Use the “Rich Grifasi” method.

What is “The Rich Grifasi Method”• Identify the problem area of my practice.– Take a GOOD look!

• Boil it down to its basics.• From the basics create a SIMPLE, EASY FIX THAT WORKS!– Easily duplicated.– Works all the time. – Anybody can do it. – There is no mystery, no rocket science.

Proceeding Lecture

Stellar Staffing: This is How I do it.

Problems with My Stellar Staff

● I was hiring great staff but still had major staff problems!o Staff Drama/upsets.o Turnover.o Patient Complaints.

Where Was the Problem?

● I Took a Good Look!o The Office Manager?o Management Technique?o Hiring Wrong Staff?

The Answer!

I lacked an effective management

system!!!

When Does a Stellar Staff Fail?

When you DO NOT manage them properly!

Solution to Managing Staff

Objective Management

What is Management?

Management is making a decision about an employee’s performance and handling it.

Management requires a decision.

Requirements to Make a Decision

● Data● Thought

What is Data?

● Data simply is just factual information.● Data usually is presented in the form of a number (quantity).

What is Thought? What is Thinking?

Thought is an idea or opinion produced by a process we know as thinking.

Thinking is where the mind takes data and produces an idea or opinion.

What is Management - Again?

Management is taking data, thinking about it, and making a decision.

Our management decisions propel our practice to success! Growth! Profits! and Peace of Mind!

Question

If that is what management is why the heck am I not successful? Why do I lack growth? Why are profits shrinking? Why am I exhausted from the constant stress and anxiety from running

a business with staff?

The Answer

There must be a fault in my decision making process. Either in one of the two areas of decision making:● the data● the thought process

Let’s Look at Data

Data can be:● false● true● true, but misrepresented (not true)● wrong data used

Nothing earth shattering here.

Let’s Look at Thought

● Two types of thoughto Logical Thoughto Emotional Thought

● These are two VERY different ways that our brains process data.

Understanding Thought Via:

● Brain Structure● Application

The Brain

Brain - Simplified View

Reptilian Brain - Limbic System - Neo-Cortex

Reptilian Brain

● Basic Life Functions● Reflexes ● No Thought

Limbic System

● Houses Emotional Life● Houses Emotional Memory● Emotional Thought

Neo-Cortex (Cortex)

● Houses Language● Spatial Thought● Conscious Memory● Conscious Thought● Logical Reasoning

Types of Memory

● Emotional Memory (Limbic)● Conscious Memory (Cortex)

Emotional Memory● Unconscious (sub-conscious)

o Brain constantly records memories both in a conscious state and unconscious state.o You are not aware of these memories BUT they are there working.

● Irrational - illogicalo All the data is the same. It does NOT differentiate.o Example: Beans = Green = Nausea Feeling= Mother-in-lawo Miscalculates

Logical Memory

● Conciouso You are aware of these memories.

● Logicalo Reasono Objectiveo ABILITY TO differentiate

The Dynamic

The Limbic System (emotional thinking) and the Cortex (logical thinking) are both always in battle with each other.

This occurs during every minute in every decision that you make in BOTH your personal and business life!

The “Limbal Hi-jack”

The “Limbal HI-jack” is when the emotional, irrational limbic system thought process overtakes the cortexes, logical,rational thought process.

Repeatedly, limbal thought hi-jacks cortical logical thought.

Maturity - What is it?

Maturity is the ability of the cortex to overcome the limbic thought, urges, and emotions to make decisions - hence handle life.

Science Based Fact

● Everything that I present is based upon scientific fact. ● It is NOT chairside para-psychology where conclusions are made through theory.

Science Based Fact #1

Through modern neuroscience and imaging it has been documented that stimuli (hearing, sight, smell, etc.) go to the limbic system first and then to the cortex.

Science Based Fact #2

Neuro pathways have been documented showing a connection between the limbic system and the cortex.

Science Based Fact #3

It is documented that there is a significant lag in time where sensory data in the limbic system is processed before the data is processed in the cortex.

Previous Question (Previous Slide)

If that is what management is why the heck am I not successful? Why do I lack growth? Why are profits shrinking? Why am I exhausted from the constant stress and anxiety from

running a business with staff?

Looked At: (Repeated Slide)

There must be a fault in my decision making process. Either in one of the two areas of decision making:● the data● the thought process

The Answer

● The Fault is in my thought process.● My Emotional Thought was clouding my Logical

Thought. ● My decisions (thinking they were based on fact and

logic) were spoiled by my limbic system’s emotional thought.

My Conclusion

When making decisions regarding employees remove ALL emotional (limbic - irrational) thought.

Solution

Implement a management system that removes all emotion (irrational thought).

Objective Management

Objective Management Uses

● Metricso Specific Data measuring a specific employee’s performance.

● Graphso A snap-shot view of the employee’s performance (created using metrics).

Metrics

Optician: Dollars or SalesReceptionist: Accurate Check-ins per hour.Doctor: Professional Fees GeneratedOffice Manager: Number of Highly producing staff.

Graph

Stellar Staffing - This is How I Do It.

Basic Premise:

A firm understanding in human behavior is critical in creating a stellar staff: from hiring to managing staff.

Highlight

A business is not the machines, the pretty decor, the impressive building.

A business is people.

Highlight

● Regarding people there are two personality types:o The Constructive Personalityo The Destructive Personality

Highlight

● Destructive Personalities Can be hidden via a person’s social front.

● People have o Social front (fake)o True core personality.

Personnel Assessments

Two things we must consider in personnel assessments:● The employee’s social front versus true core personality.● The employee’s objective data.● The manager’s (your) limbic bias/clouding.

The Nice Associate Doctor

Dr. Jones is loved byhis patients. He stayslate calling them. He personally walks them to the exits.

The Quiet Meek Optician

Jane is a quiet pleasantoptician. She does her work in an orderly manner. She does NOT socialize with co-workersin or out of the office.

The “Gossipy” Optician

Sue is the optician who isloud, talkative, and seems to be a top producer. She complains about the quiet meek optician and tells theoffice manager.

Highly Opinionated Front Desk Lead

Mary appears to be a strongconfident front desk lead. She was promoted. She is always giving opinion in all areas of the office. Staff upsets are frequent as shegets in everybody’s face.

Conclusion

Objective Management● Removes your emotion from personnel decisions.● Is Fair to your staff as you do not input your irrational thought● Helps you uncover a “fake” personality.