Dr. William To: How To Build a Career Around Purpose, People, and Paying It Forward

Dr. William To didn’t grow up wanting to be an optometrist. In fact, he didn’t even need glasses. But a recession, a twist of fate, and a push from his brother sent him down a path that would lead him to become one of the most respected and recognized voices in our profession, known to many as “The Traveling OD.”

In the latest Ryan Reflects podcast, Will opens up about his humble beginnings, building a brand, embracing chaos, and the moment that reminded him why we do what we do, even when everything seems to be falling apart.

From Dental Dreams to Optical Destiny

In 2009, fresh out of UC San Diego during one of the worst job markets since the Great Depression, Will found himself working the front desk of a local optometry practice. What started as a stopgap job became a springboard.

“I’ve never had a job outside of optometry,” he said. “I started at the front, moved to tech, became an optician, and eventually realized I wanted to be a doctor. I’ve done every job in this profession.”

That hands-on foundation gave him a rare edge. He didn’t just learn how to see patients, he learned how to run a practice.

Making Optometry Feel Human Again

When Will graduated and entered the workforce, he took an unusual route. He didn’t jump straight into clinical care. He traveled. A lot.

“I was doing over 100,000 miles a year,” he shared, working with industry partners, speaking to students, staff, and new grads, and slowly building what would become his brand: The Traveling OD.

His goal wasn’t just to sell products or give CE. It was to show people the heart behind optometry, the beauty of building patient relationships, the power of practice ownership, and the importance of keeping the soul in what has become a very systemized industry.

Today, he owns seven practices, including a flagship office in California and a vital clinic in Juneau, Alaska, a region where optometrists serve as the only primary eye care providers.

When Chaos Strikes: Robbery, Fire, and Leadership in the Storm

In February 2024, Will faced every practice owner’s worst nightmare: a coordinated robbery while he and his team were seeing patients.

“I heard screaming. I saw four masked people inside. Two were attacking my staff. One of our patients was still in the office. I had to act.”

In a matter of seconds, Will tackled two of the intruders, stopping the attack. No one was seriously injured, but the emotional toll was deep.

Just four days later, a fire broke out in a neighboring business, leading to smoke and sprinkler damage in his newly opened practice.

What could’ve unraveled a team only strengthened their bond.

“We shut down for a couple of days. We talked. One staff member got counseling. And I reminded them: you didn’t just protect stuff, you protected people. You should be proud of that.”

Building More Than a Brand

Will’s model isn’t built on volume, it’s built on values. He’s not shy about turning down business or firing toxic employees.

“I’ll always pick culture over profit,” he said. “You can fix numbers. You can’t fix a bad fit.”

That mindset led him to embrace tele-optometry, first as a tool for his Juneau clinic, then as a way to expand access across rural communities. But unlike many tech startups that treat telehealth as an assembly line, Will spent months perfecting his system before going live.

“If done right, tele-optometry doesn’t dilute care, it amplifies it. But it’s got to be patient-centered.”

Dr. William To's Favorite Moment (And Why It Wasn’t About Money)

When asked about his proudest moment as a practice owner, Will didn’t talk about scaling. He shared a story from fall 2020.

A woman, fleeing an abusive marriage with her two kids, came to his practice. Her daughter had severe headaches from virtual school. They had no insurance. Will hadn’t paid himself in months due to the pandemic. But he acted from the heart.

“I told her, ‘I’m not going to profit off your misfortune.’ We got her daughter glasses, reps, labs, and my team all helped.”

A year later, she returned with a bottle of 21-year Balvenie and a wedding invitation.

“That’s the moment I’ll remember for the rest of my life,” he said.

Parting Advice: Help the Profession, Help the Person

Whether you’re a student, new grad, or seasoned OD, Will’s advice rings clear:

• Learn what to do—and what not to do.

• Don’t let fear of technology block your growth.

• Protect your team like family.

• And above all, remember why you chose this profession in the first place.

“Optometry has given me everything,” Will said. “And I’ll always keep paying it forward.”

Connect with Will on Instagram @thetravelingod or Facebook, active in many optometry forums. This a large chance you'll run into him at conferences too,.

Final Reflection

The next time you’re navigating a hard week—or wondering if you’re cut out for practice ownership, remember Will’s story. Leadership isn’t about having all the answers. It’s about stepping up when it counts, protecting your people, and staying true to your mission. Because sometimes, the most powerful prescription isn’t for glasses, it’s for perspective.