Premiere Exclusive

Dean Butler

Dean Butler Dean Butler

Dean Butler Bio

Dean Butler is a speaker and the founder of LensCrafters. Butler revolutionized the optics industry with the concept of "glasses in an hour." Today, his startup business, LensCrafters, is ubiquitous. Butler led the "superoptical" movement, which commercialized the optics industry on a large scale in the 1980s. His experience in entrepreneurship and challenging the status quo gives him a fresh perspective into marketing trends.

Butler previously worked with Procter and Gamble, specializing in Ivory liquid, Cheer laundry detergent, and Folger's instant coffee brands. Butler's marketing experience at Procter and Gamble came in handy. He notes that "Marketing eyewear isn't much different from selling coffee. Retailing is what you do when customers walk into the store. But with a new idea, marketing comes first. Marketing is how you inspire customers to come to your door." Butler's "no risk sales guarantee" gave clients a full refund on glasses returned within 30 days of purchase. LensCrafters also offered to match competitors' prices as well as free lifetime maintenance.

Despite the cynical opinion of the business community, LensCrafters generated a $2 million profit in the first year and experienced growth from then on. Under Bulter's leadership, from 1984 to 1987, LensCrafters' sales multiplied from $13.6 million to $305 million in sales. In 1986 alone, the company opened new stores at the rate of almost two per week.

Butler speaks on his experience and successes at LensCrafters and Procter & Gamble.

*In partnership with P&G Alumni Network Speakers Bureau.