Brush by James Goolnik
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I read this book at a single sitting and really enjoyed it as a “fly past”. It’s full of ideas and tips resulting from James’ experiences of personal and professional life, initially as an associate but primarily as founder and principal of Bow Lane Dental in the City of London. James shares the influences and philosophies that have helped shape his outlook and made Bow Lane a practice to admire and brought James the respect and acknowledgement of his peers. Taken like this it’s a thoroughly enjoyable skim across the surface of what it takes to be a success when you do things “my way”.
James straddles the line between innovator and early adapter, he’s definitely an educated opinion leader when it comes to clinical matters but hasn’t been afraid to try innovation in his business and is honest enough to share his few failures with the reader.
The book is laid out well with chapter headings that are straightforward to follow making it easy to return to and dip in and out, this also makes it suitable as the basis for a number of staff meetings.
Dr Goolnik definitely “gets” not only the advances in technology and communication but also the importance of the traditions of what is a relationship, rather than a transaction, based business. To read of someone advocating some of the marketing techniques embracing social networking that have worked for Bow Lane will come as a surprise to the practices who are still to be convinced of the value of a website. Currently these are frequently the practices that are beginning to wonder what happened to their patients.
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