Mastering Communication: Insights from “Think Faster, Talk Smarter”

My communication skills are a work in progress. Growing up, I was extremely shy—so much so that my parents’ friends often asked if I spoke at all. Now, even though I own and lead a multi-location practice, see patients, advise other optometrists on growing their medical practices, participate in podcasts and lecture on billing, coding and disease management, I still naturally prefer to listen and analyze rather than speak. I would not call myself a great communicator—at least not yet.

However, I am working on it as much as possible because, as far as I can tell, communication, and even more so, influence and persuasion, are some of the most important factors for personal and professional success. One book that helped me immensely in thinking and communicating more effectively is “Think Faster, Talk Smarter” by Matt Abrahams. Here’s what I learned.

A Practical Guide for All

Abrahams’ book is not just for public speakers or business executives; it is a practical guide for anyone who needs to communicate clearly and confidently in real-time. This makes it especially valuable for optometrists. Whether we are explaining a complex diagnosis to a patient, guiding our teams through change, or handling unexpected questions, the ability to organize our thoughts quickly and articulate them well can make a significant impact. Abrahams argues that strong communication is not about sounding impressive; it is about ensuring the listener understands and takes action.

The Importance of Structure in Communication

One of the biggest takeaways from the book is that confidence in communication comes from structure. Many of us hesitate when speaking because we feel we need to craft the perfect response on the spot. Abrahams suggests using simple frameworks to organize thoughts quickly. One that works well in patient care is the “What, So What, Now What” model.

For example, if a patient is diagnosed with dry eye disease, instead of overwhelming them with DEWS 2 jargon and the difference between aqueous deficient and evaporative dry eye disease, you can structure the conversation like this:

• What? You have dry eye disease.
• So what? This means your eyes are not producing quality tears, which can cause discomfort and blurry vision.
• Now what? We are going to start you on a treatment plan, including artificial tears and a heat mask, and check back in a month.

This structure prevents rambling and keeps the focus on what the patient truly needs to know.

Shifting Focus to the Audience

Another insight from the book is that nerves and anxiety in communication stem from focusing too much on ourselves. We worry about how we sound, whether we are saying the right thing, or if we will be misunderstood. Abrahams emphasizes that the best way to manage this is to shift the focus entirely to the audience. Instead of asking, “How do I sound?” ask, “What does this person need to hear?” Whether we are leading a team meeting or educating a patient, this mindset shift not only reduces anxiety but also leads to more effective conversations.

Developing Communication Skills

Abrahams also makes the case that quick thinking and strong communication are not innate talents but skills that can be developed. Phew! One way to practice is by summarizing complex ideas in just a few sentences. This is especially relevant in optometry when discussing topics like myopia management or glaucoma treatments. The next time a patient asks about these, challenge yourself to explain in 30 seconds or less.

The goal is to be clear, concise and confident without the fluff. To take it a step further, challenge your team to do the same. Take time at your weekly meetings to rehearse simplified scripts for each of the main products at your practice. We have created a 3-4 sentence script for our most profitable products at our practice (myopia management treatments, in-office dry eye treatments and our high-end frame and lens options).

The Role of Optometrists as Communicators

In optometry, we are not just doctors; we are communicators. Every day, we educate, lead and build trust with both our patients and our teams. Our ability to think fast and speak clearly impacts everything from patient compliance to staff engagement. If these principles can take a shy, introverted farm kid to a thriving practice and the lecture stage, think of how far it could take you with some intentional practice.

So, if you have ever struggled with communicating under pressure, Think Faster, Talk Smarter is worth the read!