Growth doesn't come from staying comfortable. It comes from knowing when it's time to move.
A Familiar Piece of Advice
One piece of advice I hear a lot in business and leadership conversations is, "Stay in your lane."
I understand why it's appealing. It sounds focused. Responsible. Even wise.
But in veterinary medicine, that advice doesn't always hold up the way people think it does. In fact, taken too literally, it can quietly limit growth at exactly the moment practices need flexibility the most.
Veterinary medicine has never been a one-lane profession. We don't treat one species or manage one condition. We don't deliver care in a single, predictable way. Most days, a small practice moves between wellness visits, chronic disease management, diagnostics, surgery, dentistry, nutrition conversations, behavior concerns, and client education, often all before lunch.
We're already driving in multiple lanes. Pretending otherwise doesn't simplify the work. It just ignores reality.
The real risk isn't having too many options. It's believing you're supposed to stay in one place even when traffic slows, demand shifts, or the road ahead starts to look different from what it did a year ago.
Why Now Is Different
That's why this conversation matters right now.
By February, many teams (and people) feel a dip in momentum. That's normal in any business cycle. What's different is the broader environment in which practices are operating. Industry data show that patient visit volume declined again last year, with visits down roughly 2 to 3 percent and longer gaps between appointments. At the same time, most practices still saw revenue increase, largely driven by inflationary pricing rather than earning more visits.
In plain terms, clients haven't stopped caring about their pet's care. They've become more selective. They're making different choices about when they come to the vet and what they prioritize. It's not a judgment but rather a necessity.
When that happens, staying rigid isn't the focus. It creates friction.
Stepping Back to See Clearly
One way to regain clarity is to step back and honestly assess where your time and energy are going. A simple exercise I've seen work well is what I call a three-lane assessment. Gather a small group of team leaders, list your primary service areas, and talk through which ones are seeing real demand, which ones contribute meaningfully to revenue, and which still have room to grow. You don't need perfect data. You need an honest conversation.
Often, patterns show up quickly. Some areas are clearly pulling more weight than they receive in attention. Others may be important, but not where growth is likely to come from right now. This isn't about cutting services. It's about deciding where to lean in.
If you want to test a new direction, keep it small. Choose one idea that reflects what your clients are already telling you, whether that's easier access to wellness appointments, senior pets, osteoarthritis pain, or reconnecting with patients you haven't seen in a while. Our Custom Marketing Campaigns are a great way to try these initiatives. Commit to trying it for a few weeks and see what happens. Pay attention to how clients respond, how your team feels, and whether there's a meaningful movement on the revenue side. If it works, build on it. If it doesn't, you've still learned something without exhausting your people or bursting your budget.
Ask Your Clients
One area where practices often hesitate is asking clients directly what would help them most. That hesitation makes sense. No one is eager to invite complaints. But when done intentionally, these conversations can replace assumptions with real insight.
Start small. Choose clients who already trust you. Keep it informal. Ask one simple question, such as, "What's one thing you wish we could do better for you or Buster?" Then listen without trying to explain, defend, or fix anything in the moment.
Some suggestions will be easy wins. Others will take time. A few will not be realistic at all. Many will offer nothing. That's okay. You're not requiring an answer or committing to every idea. You're learning where small, meaningful changes can build confidence and momentum for both your team and your clients.
Moving Forward With Purpose
At its core, veterinary medicine requires range. We adapt. We reassess. We change course when new information shows up. Our businesses should work the same way.
"Stay in your lane" assumes the road ahead stays the same. It doesn't. Clients change habits. Expectations evolve. Traffic shifts.
The strongest practices aren't chasing every trend. They understand where they are, pay attention to what's changing around them, and move with intention when it makes sense.
February isn't a failure point. It's a decision point and an opportunity.
And sometimes, the smartest move isn't staying put. It's choosing a better lane and moving forward together.
Dr. Ernie Ward
Chief Veterinary Officer, VerticalVet
PS - If you have any questions or suggestions for “The Altitude,” please email them to me at
Suggested Reading
If the concept of identifying and shifting lanes resonates with you, the following two books provide clear, practical guidance without unnecessary complexity.
- The Medici Effect by Frans Johansson
This business classic demonstrates how innovation often arises at the intersection of diverse ideas and disciplines, rather than from a narrow focus.
https://www.amazon.com/Medici-Effect-Preface-Discussion-Guide/dp/1633692949 - Design a Better Business by Patrick Van Der Pijl, Justin Lokitz, and Lisa Kay Solomon
This practical guide offers straightforward frameworks for leaders to test ideas, rethink strategy, and adapt their business model without requiring a complete overhaul.
https://www.amazon.com/Design-Better-Business-Strategy-Innovation/dp/1119272114
Quote I’m Contemplating
"Be water, my friend." Bruce Lee (1940-1973), martial artist, philosopher, actor
Bruce Lee's reminder to "be water" is especially relevant now. Water does not force its way forward; it observes its environment, adapts, and moves where it can flow. It is not fixed to one path and does not resist change for comfort.
Veterinary medicine requires the same adaptability. When client expectations or visit patterns change, rigid roles and fixed strategies can hinder progress. Clinics that continue to grow are often those willing to pause, reassess, and move thoughtfully into new lanes. This quote serves as a reminder that flexibility does not mean losing direction; it is a choice for resilience.