 or 100 other excuses that I have heard as to why running their inventory is such a difficult situation. All bullshit. Well, that we are spending too much money on frame inventory. The other optician says our frame turnover should be at 3. But we're not even close. I run inventory and look at what was sold. But I would like to know where I should be focusing when it comes to frame buying and reordering. Inventory. Doing an inventory count is only giving you a snapshot of what you have in your inventory at that moment. It is giving you zero information as far as being able to make decisions based upon your inventory. Sales numbers are great to tell you what has sold, but only looking at sales numbers does not give you the performance of the investment overall. So when you run a frame turn, think of calculating your frame turn as calculating the ROI of your inventory. That is what calculating your frame turnover does. It shows you the value of what you have invested in. The other thing is your turnover on frames is not going to be the same in all opticals. And furthermore, running your turn on all of your frames really is not giving you a lot of direction either. As far as having the ability to make decisions, you need to be looking at your turn of individual brands. We actually break that down in a free mini lesson that we have on Spexy. So we'll make sure and throw that up on there. Okay. It will help you start looking at the proper data to start taking steps in the right direction to being able to properly manage your optical. What advice do you have for opticals that claim not to fit the typical like the other opticals? Oh, like, we live in a small town or we're right across the street from a Costco or 100 other excuses that I have heard as to why running their inventory is such a difficult situation. All bullshit. For any optical that says that they are different and throw out an excuse that tells me you're running your optical on emotion. For example, you happen to get all excited about the new releases of this certain brand and order 20 extra frames because they were so cute. Emotion. Yep. Those brands that don't really sell, but George is such a sweet rap and he brings candy in motion. So true. Now, your optical is different than other opticals. Your optical has different numbers than other opticals do and you need to be able to make decisions based upon your optical's data, not emotion and bullshit. As a creator of frame turn, I will tell you that we have hundreds of opticals that we've been able to help them calculate their numbers. We point out their opportunities. We even coach them on buying decisions of frames that have proven to work and similar independent opticals. It is amazing the amount of guidance we can give you from the analytics alone. Pair that with logic and oh, you are on your way to success. If you are running your optical numbers on anything other than analytics and logic, then you are running your business based on emotion. Silly, completely silly way to run a business.