What’s been the impact of the internet in your life? What about in your profession or work day world? What about in your social and cultural or recreational interests? Your politics? Your health? Your family?

Can you start to define it, put descriptors on it, explain it? As you do, you’ll start to see, I’ll bet, that you won’t run out of adjectives to describe it. In fact, its existence is so widespread and profound, you can realize there’s really not too many aspects of 21st century life unaffected by it.

For me, the internet amplifies. It exaggerates, elaborates, underscores. It reinforces what we know, lets us confirm or deny. It allows discovery and it educates.

It doesn’t replace real world but it stretches out the world in which we live and work and play. It magnifies hundreds, really millions, of voices, facts, situations, images. Sometimes it seems like everywhere we turn there’s a screen, scrolling, reminding, flashing. And, it’s crowded out there.

The point, though, is to consider all of this when you think about how you manage and communicate your business, whether the professional side of it or the commercial side.

Amplification doesn’t have to be loud; it can just be an augmentation or a boost. But in every respect, it adds power to what’s likely already there. In today’s world, to amplify is a must. Not a could be or a maybe. Essential.

Convinced that your practice’s medical model approach to eyecare is what sets you apart? How do you convey that, to whom and how? Is that infusing your marketing, how your practice is presented in real life AND online? Does everyone in your office know how to reinforce that to patients?

Committed to having the most curated mix of eyewear collections and choices in your dispensary or boutique? Is that message magnified in your marketing? Is that selection and imagery characteristic in the way your place looks, how product is presented, how the displays are organized and designed?

There are a lot of messages out there; yes, you can carve a totally distinct image and niche for your business. But today’s digital/real world requires that your voice and the “voice” of your business or practice is able to be heard and understood. It cannot be taken for granted.

Push the power button and try your best to amplify.

maxelrad@jobson.com