We’re Not Selling, We’re Winning: The Simple Blueprint That Grew Our Practice from $280K to $4M

by Dr. Kurt Steele

The number of independently owned optometry practices has fallen from nearly 75 percent to less than half, and the trend continues. Dr. Kurt Steele believes it is time to reverse that.

In We’re Not Selling, We’re Winning, Dr. Steele reveals the proven business systems that helped him build a $4 million practice while working fewer hours and creating a team that truly loves coming to work. From hiring and leadership to metrics and creating stronger patient relationships without ever feeling like you’re selling, this book has the blueprint for successfully reaching your goals.

You will learn how to grow your practice, lead with confidence, and strengthen the profession for future generations. When independent optometrists thrive, everyone wins—the doctors, our patients, our teams, and our entire field.

275 pages, Hardcover

Published February 22, 2026

Reviews

[Chad Linsley · Rating 5 out of 5]

Loved this book. Dr. Steele brings a fantastic Golden-Rule-driven approach to leading a team well and building a practice with simple to monitor metrics rather than intuition. He shares a lot of heartwarming stories and the book is a really fun listen. I will be purchasing a hard copy as well (I started with the audio)