Make Them Smile

Learn to scale your organization to grow your impact and create sustainable wealth with this inspiring book from the Founder of DECA Dental Group.

Highly specialized service providers—such as doctors, lawyers, dentists, physical therapists, and consultants—are often limited in their growth and earning potential by their notoriously difficult-to-scale industries.

As a dental student at Tufts University School of Dental Medicine in Boston just four years after leaving Zimbabwe for America, Dr. Sulman Ahmed was already looking ahead to an alternative future to private practice, determined to help as many people as possible, innovate within a stagnant industry by putting the customer experience first, and maximize his earning potential. 

In Make Them Smile, Dr. Ahmed shows readers how he scaled his customer-centric services and built a national brand—known as the “Starbucks of dentistry”—and offers guidance on how to:


Identify the ideal gap to fill in your market
Leverage your expertise as your competitive advantage
Become a compassionate, highly capable leader
Standardize operations and scale
Navigate the various financing vehicles available at different stages of growth 
Build sustainable wealth while creating a legacy of improving customers’ lives


For hardworking and dedicated professional service providers, Make Them Smile offers a way out of the grind of living hour to billable hour, providing a road map for how to build a scalable, standardized brand that provides a consistent, repeatable, and high-quality customer experience.