By Julian Wiles Country Manager of UK & Ireland Younger Optics **What happens when ethics become your most important KPI?** **What you'll learn** • What Digital Surfacing means for you and the people you seek to serve • Why new increased and sustainable profitability is a probability not a possibility. • Why DS can future proof your business. • Why you should consider recommending Trivex®. • Understanding your brand and the lens brand. • Adding value and raising the cost of switching.