Episode Transcript
[00:00:01] Speaker A: Did you know that the pet care industry is a billion dollar industry and it is continuously growing? But are the people who care for your pets growing as well? I'm Dara Forleo and on the Business of Pet Care we are going to talk about what really goes on behind the scenes of those grooming tables, those daycare walls and those social media filters.
[00:00:29] Speaker B: Foreign
[00:00:32] Speaker A: welcome to the Business of Pet Care where I get to interview the coolest people with their amazing ideas and business models that are shaping the future of the pet industry.
And we get to look more closely at what makes their work so effective. Today I am thrilled to be joined by Sasha Reese. He is co founder and CEO of Peter Pure Love and Harmony and founder of Pure Love and Harmony Institute, which I cannot wait to introduce you guys to. Sasha's work is bringing grooming, canine behavior, the stress physiology, nutrition education, everything including research, all within one integrated model. And I want to know how he does this. So, so today we are going to start by looking at what he has built and why he believes that grooming can no longer be treated as an isolated cosmetic service. And I believe, Sasha, thank you so much for joining us. But I think that was right in your own words as well.
[00:01:44] Speaker B: Yep. Thank you Dara, so much for having me on this podcast.
I'm really thrilled to share another hour with you and your audience. Thank you so much for giving me opportunity to share my story with your platform and audience. Thank you.
[00:01:59] Speaker A: Thank you. Well, I am excited to hear it. Please start Tell me everything.
[00:02:07] Speaker B: So my career in the pet space started when I was 16 years old. Now I'm like grandfather of a beautiful granddaughter and I'm you know, turning my 53 so I didn't do anything in between. So whole my life is dedicating to the dogs and dog care and my entry into the industry was as a top show dog handler. So that was my experience soon after graduated school back in 1991 when I was 16 years old. I already started serving one of the top winning dogs at the time. And that specialization of mine and interest in one dog at a time because I didn't do show handling as many my core colleagues were doing like handling 5, 10, 15 dogs per show. I was having one client per show. But then I also charge premium in order to attract premium and I was attracting high valued, very, very distinctive clientele that wanting nothing by the best for their dogs. So when you charge premium, you're forced to provide premium and premium is always going one step ahead of the competition. Being aware of what's out there and what you can do better for the dogs. And so your dogs perform much better and better than the others so they can win. Because in the competition world what you have oftentimes that takes eye of the viewer, that does the judge or the audience and everyone in between would be a charisma of the dog. So the most charismatic dogs, not necessarily always need to be the best dog conformational wise. But if you raise that dogs in specific environment by providing them structural life through the proper communication, perfect nutrition and premium code care, those dogs gonna radiate. So that was my life for almost like 20 years. I was just going show after show, show after show. And then after that I was slowly when I retired from Show World in 2015, then I slowly started to operate my pet grooming facilities and pet grooming environment. And at that time I was actually not even aware that the pet parents don't know nothing about how the structured communication coat care and nutrition for the show and high performing dogs is actually exist. And I, I saw the confusion of the pet parents in every religion that if they have a behavioral problem, they go to the trainer. If they have some nutritional problem, they go to nutritionalist or the vet for consulting. And if they want a clean dog then they go to a groomer. My world and my experience of the handler to dog and human dog relationship was from the moment I entered this world was all together was one all encompassing 360 pet care tailored to a specific dog that I was carrying at the time.
So because of that I started this journey. But at one when I started, that's maybe 2015, when I opened up more talking to pet parents rather than the show community.
Then I actually saw that the market of the pet parenting and market of the pet care is like completely divided over saturated, very confusing for the average, average consumer. And I think like a contribution of the pet care industry in general is contributing to overall decline of the human dog relationship.
Because oftentimes the companies are focused on the profit, profit centered companies and nothing wrong with that, but the price is very high.
Because oftentimes confused pet parents make uninformed decision. They don't know where to turn, they are spending money, not fixing a problem. And on the end the dead dogs, those dogs might end up in a shelter and euthanized because there is no way back. So I think like responsibility of every single one of us touching this industry is always that impact that we have on the life of the dog by while building up the businesses around them. Because if we observe the Dog, the dog world, the dog human relationship today like we never knew.
We never had so much choices to do and never had so many abandoned dogs. And those by my research and pretty deep dive into industry one on one end and on the market on the other end. I find that the companies are contributing to this rise of the pet parent confusion and confused people try to spend as much as they can or until they have. And after that if they didn't solve their problem, unfortunately usually they're going to surrender the dogs and many of those dogs going to be euthanized. And everything started because a lot of the founders in this business, a lot of companies enter in this business has profit in their driving force. And unfortunately we build this industry of the pet care around the dogs. I'm specifically talk about the canines. I don't know nothing about the cats and fishes and other bedridden businesses. Like we built the industry around the dog and unfortunately lost the dog in the process.
[00:07:40] Speaker A: It is very true.
[00:07:45] Speaker B: We build the business with the dogs in mind. Pretty much responsible business practices.
Educating both pet parents and business owners and the future professionals about the responsibility when we put the product and the service out there, the way we communicate, the way we put up the narrative, the way we way we shape our marketing campaigns, all of that contributes either to build the bridge closer of the pet human relationship or to tear it apart.
[00:08:20] Speaker A: I don't even know how to follow that up. I mean like that's a wrap.
You couldn't have said that anymore. Perfect. But it is true. There's so many and it's hard to not because I understand that business is business still, but we are so I think a lot has lost touch with what you said. Exactly. The pet in front of us, it has to be about them first because without them we, we're nothing. Doesn't matter what we do or, or what our business is. It. It has to be that animal first because there's just too many out there that are being hurt by it.
[00:09:09] Speaker B: Surrendering. And the shelter strategy and not strategy but shelter numbers and the number of the euthanized dogs because they're labeled are as un. On with the problems that are not solvable. Right. And I think like until industry, pet care professional, industry does not see the responsibility that we hold of the contribution to those numbers rise. And how do, how do we do that on the daily, daily day to day operations of the business? Trying to do the best for our employees for the, for the mission of the company. Right. But unfortunately down the road who is paying the Price is an animal that we want to serve. And you know, you are, you are also baby of the industry. So when we say like that's why we joined this for, that's why every one of us came to this industry to serve an animal. And somehow down the road we just got lost the track of that.
[00:10:05] Speaker A: We did. I mean that, that falls heavily into what we do as groomers and how we, we run and structure ourselves in this industry. You know, one of the words that you use your website and wording is that holistic pet care movement.
And I feel like that's been really heavily commercialized.
How, how do you prevent this in your, in your own work? How do you make this stronger in your own business?
[00:10:40] Speaker B: So what we actually, when we talk about our business, we use holistic in a, in a context of integrative and holistic dog grooming. So integrative and holistic is, is a, is a, is a context in which we integrate different, different modalities of the human dog relationship. As I said, like a core of that would be behavior, nutrition and coat care and emotional perception of the humans and the dogs joined that relationship, right? So that, that means integration that the professional need to understand, no matter on what level they serve the industry, they need to understand all core pillars of the pet care. And those are bad behavior, pet nutrition, pet code care, and a human pet emotional relationship. In every single product and services, every single business should always consider how their products or service contributes to one of all four of these pillars, hurts them or actually strengthens them.
And when we say integrative, that means we integrate more than just the coat care or coat cutting into a dog grooming. And we are actually, when we see holistic mean all of that comprehensive knowledge tailored to that specific dog in front of us, holisticness usually would mean that how do I apply this complex knowledge and this pile of information, this everything I know about everything, right? How do I filter that to this specific dog that I have in front of me, contributing to their overall well being and in regards to, in the context in which that particular animal lives within the family ecosystem that they actually belong to. So that's where the.
[00:12:41] Speaker A: I'm gonna.
Sorry, stop you right there because we gotta take a quick break, but we're gonna come back after this message.
Sorry, not to interrupt you, but we're gonna take a quick break. We will be right back. And after this we're gonna continue this conversation to learn more about this complex and how we are putting that all together. Because we try to do the Same at our own school. So really interested in this.
Foreign.
Welcome back to the business of pet care. Want more of what you are watching? Stay connected to the business of pet care and every NOW Media TV favorite live or on demand.
Download the free NOW Media TV app on Roku or ISO for bilingual programming in English and in Spanish. And you can also catch this as a podcast at NOW Media TV. And we are streaming around the clock. Ready whenever you are. And my goodness do we get emotional when it comes to this part of talking. And we know both being school owners, both teaching this unique and different approach like we do how so creating this and, and working on this ecosystem and pulling this all together and and teaching this in that holistic way. One of the things I kind of looked at when I was starting this school just to give you a little background Sasha we we. I I named it the whole pet because I wanted to take in everything.
And for me that not only meant the dog and the internal side and the skin and coat and everything, but I also wanted to take in what the environment looks like when they go in. And it took a long long time environment and a culture that fit for us. So how when you started the school and you got into this how did you start bringing this in? How what does that. That look like on the floor for. For people coming in every day?
[00:15:26] Speaker B: So we had when I was. I was trying to push this platform and try to different business modalities, different partnerships with the. With the businesses startups to bring this platform forward.
But oftentimes the people would kind of agree to it and then bring it halfway through and that get whole feed because they would say oh my God, this is too hard to sell. No one understand it. It's too complex and complicated. How do we marketing all of this? So everything ended up in this like. How can I say black hole in which the people don't see the responsibility that I see. And oftentimes I was lacking words or knowledge or way to explain it.
So oftentimes all until 2024 our. Our.
Our kind of like trials to bring this to life were. Were failing.
And then 2024 we were invited to help a school Texas Soulbreed Grooming School. One of the longest standing schools in the country. That's around like 1984 when the many of the. You know that that year that that time in between 1970s and 1980s, 1990s, a lot of schools were opening because the. The demand for the pet care started to rise. Once that 2000, 1917, 1970 oil crisis and the first economical crisis after the World war was actually happening. And the people experienced for the first time some emotional gaps in which the dogs were.
And before that dogs were just the working dogs. You had a dog for hunting, you had the dog for the herding, you had the dog to protect something, right? But after 1970s we see the wave of the dogs becoming, becoming pets. And now there is no industry of taking care about them and then. But we did have an industry around like livestock care, like sharing, shearing the sheeps and putting them on the tables and using different clippers to do that.
So what we actually inherited and up to this day we have this generalized way of how the humans treat animals. Not particularly dogs or cats, but animals in general. And I think still to this day impact of that structure is still very strong.
Dogs are not sentient beings in a way we explore them at the moment they are just another animal that need to be put in place.
So without hurting the professional and without being hurt that service should be provided.
And then the school was also built on those premises. And the Texas Soul Breed Grooming School was not a difference. But founder and the owner of the school at the time, she's still very much owning it and operating it not on day to day level. But Ms. Denise Reed, she, I, we, my partner and I, we presented her the idea and we said like we can use a school as a platform to turn the industry and the pet care world once again. Because this school back in 1980s was on a forefront of building the industry the way we know it, together with the other schools opened at the time. And now there is another wave of the people in need.
So for. And the school was like not operating when we came here for like six, seven months.
So we have a plain platform to do whatever we wanted, right? So we restructured the, we restructured the school, we rebuild the environment, we build a classroom, we build the grooming suites. We wanted to provide that one dog, one person experience.
And finally we were able to welcome a first generation of the students back in after this little closure into new environment into integrative and holistic dog grooming back in September of 2024. And since then we are actually operating pretty much under this. And that's how we position ourselves as a trauma aware integrated holistic dog grooming school. And we attract people that are younger generation usually I must be honest, because they are, they're already looking for this. They are looking for something that's not outdated old fashioned day of I'm gonna show you who the Boss. And you're gonna listen to me. No. No matter what. And you are a dog. And I'm a dominant time at the. I'm the one that can show you the place. So. No, no, no. What? What? What? The dog is very, you know, from someone who is coming from the show world and what I, on the beginning of this interview, I said like, my job was to take out the charisma of the dog and showcase it to the, to the audience.
Charisma of the dog is coming out when the dog is free to choose and then on in that freedom of choice, the dog is choosing to follow the lead of the human. And in that setting, the first, the first thing we did when we came into the school, we took all the safety loops. Safety arms. No loops, no arms, no nothing. In our school, it's only a table and a dog.
[00:20:49] Speaker A: Can we celebrate that for a minute? Because Sasha, I did that back in two, 2006 and when I opened my first school I was told, you can't do that.
Nobody. Students can't learn that way. People can't do it. And I proved it could be done and even on a bigger level. And I let the wrong people talk me into changing my way of doing it then.
And I allowed myself to be influenced by and I'm kicking myself for it. I should have maintained and stuck with it because I tell you what, I took those loops and those arms and I kicked them out the door.
Oh, thank you.
[00:21:46] Speaker B: When Denise came back, you know, we did that, we restructured because she was at the time, you know, suffering some injury with a back injury. So she was not flexible as to join the school. And then one day she's coming back and she sees all of these tables without safety loops. Where are the safety loops? Are they. Well, they're not as safe as they look.
My experience with the safety loop when I was a 16 year old boy in a, in a dog, in the dog school was that the dog slipped off the table and it was a big Newfoundland and the dog actually died on a table, hanged by the safety loop.
And at that point in my life I said, like, if the dog doesn't want to stay on a table, they don't trust me. If they don't trust me, they won't surrender to me.
Okay? And that's the point in which I started to think holistically and I didn't know that, that I gonna make a wow to the 16 years old boy making wow to his grown up professional self in which this is going to be something that I find myself very proud of. And no one never influenced me to go to look back.
But I tried wherever I went. First thing when I have seminars, when I did anything anywhere in the world, first thing I do is take off the safety loop and show to the people how the animal can love to be on a table.
[00:23:07] Speaker A: They do. And when you work with them and they understand that and they feel it and they know it from you. I mean I, the I, I was very firm. The one thing I stuck to was that there will never be a full overhead bar and no belly bands.
[00:23:30] Speaker B: They're she's appropriate care. That is a respect and understanding the dogs. And that's why, you know, that's why for example, you have a businesses that are built around profit that is made on a safety loop leashes and all kind of those things. Right? So now.
[00:23:47] Speaker A: And there's no education though, let's talk about. There's no education that comes with that to show how to properly use them. It's here's a loop, here's a harness, here's a whatever, go have fun with it. And we're gonna sell them in pretty colors and.
Sorry, see, now you're getting me emotional because.
[00:24:09] Speaker B: Because oftentimes you know that those are things to be sold to the people that want to buy them but has nothing to do with understanding of the dog's behavior. Nothing to do with understanding and appreciating the dogs as a species. Not understanding nothing. And that's what you know. Now we are back to the square one. When I said like a lot of businesses are making a lot of money within this industry creating things that the people think they need because they never heard it can be done with in much more appreciative way without those gadgets and tools.
[00:24:43] Speaker A: Yep. Well, on that note, we got to take another break. But really quick, I would love for you to tell people where they can find you and get in touch with you.
Foreign.
Welcome back to the business of pet care. Don't miss a second of this show or any of your NOW Media TV favorites, streaming live and on demand anytime. And do not forget to Download that free Now Media TV app on Roku or ISO or listen to this as a podcast on Now Media TV. We are streaming and available 24 7. So the stories you care about are always within reach. And I know you are chomping at the bit to know what else is it they are going to talk about. Because one thing, this whole thing that Sasha is creating is all about trauma awareness. And this is appearing More and more frequently across the pet care industry. We need to talk about these things and understand this because the language is not being used nearly enough. And this is changing how, how especially grooming. This is like. This is amazing. Oh my gosh. I absolutely love this trauma aware.
You said it, you threw it out there. You did it and I love that you did that.
It's kind of gutsy.
[00:26:37] Speaker B: Thank you very much for hearing it. And I must say, I must say that there is a lot. But first of all, you know, as we go through the, through the, you know, exploration of the industry, you probably know that better than I do.
The problem this industry has is not a market, it's a workforce.
So how do you expand and how do you scale beyond the workforce limitation?
And there it's amazing, amazing point in which the pets are, you know, evolved in this emotional support to humans, right? And that's what we are today. Completely isolated in this world of, of social media and completely aware away from each other as a people.
And then there is this little creature that connects us with ourselves, right? But the whole point of that relationship that the human and dogs in the grand scale developed in this contemporary world is actually built on trauma. Trauma of the people that are traumatized by their parents environment, bullied by the, by the social media or by the, by the school or the, by the, any, any, any experience of the, of the bullying is not common to happen to every single one of the, of the humans today in this setting that we live. And then there is this little dog, this little creature that is able to be a buffer to that emotional state of the owners. And then also a lot of pet, pet care professionals are entering the business and especially the grooming and, or any type of the pet care because they are traumatized with the people. And they always say when you have an interview, when you ask them the question why do you want to work in this field and why you want to enroll the grooming school? They say I love animals and for some reason I can't deal with the people, right?
So the trauma awareness is actually double way street. It's count for the pet care professionals that the industry need to be aware of that every single employee you have, every single person that is trying to build the pet real impact within the industry comes here because the people environment feels uncertain and unsafe and on contrast and on to contrast to that or not even the contrast. The parallel to that would be a well being of the animal that we work with. And as I said previously in the previous part segment in which we talked about inherited industry that is actually built around very physiological, resilient dogs. And the dogs that didn't mind the loud noises or fireworks or gunshot or whatever, they were like normal. That was normal for them. But today these dogs are not capable. The nervous system, the awareness, the emotional sensitivity of these dogs cannot handle these things. And unfortunately cardiac arrest and lung sediment is something that devastating the grooming industry.
Because the industry on its own is built around the fear of the dog trying to put the dog in a freeze mode. So it's going to be easier to work on that or actually we're going to be able to provide a service.
So once you start talking about the freeze mode and the physiological reaction to environment and impulse of the sensory overload, now you are talking emotional language, now you are talking trauma awareness. Now you are talking about every single creature, every single species experience of the environment and six senses that merge together, together into experience of the, of that particular treatment or the environment or the interaction. But that counts for both humans and animals and any other species with a spinal cord and a brain. And if that's not considered, then again we are on another crossroad of hurting ourself or animal because we are. I'm so, so long time in this industry. I lost so many friends to all kind of, how can I say, psychologically damaging outcomes of the life like.
And I. A lot of them died because they didn't know how to cope with the, with the stress and with the traumas. They never processed or never learned that safe to ask for help is there is a need for that. And then slowly this new generation of the people out there, like Gen X people, Gen Z people, right?
[00:31:15] Speaker A: Yeah.
[00:31:18] Speaker B: Completely new breed of the people, I must say, because they are looking at life with the different eyes. They don't want to struggle in their 20s and 30s and 50s and wait for a 70s so they can travel the world. They want to enjoy life here and now.
And it's pretty much possible for them. It's pretty much possible because I think that that generation entirely is trauma aware.
First of all, how to build a life around their own experience of the life that was imposed to them by parents, by environment, by the school, by beliefs, by church, by whatever means. Right. And where do I find myself in this environment? And how do I live the life now?
How can I enjoy life now? And that generation is looking for the new practices in which awareness of the trauma can be imposed on every single decision they make. And they want to have a lasting impact of the environment of the well being of the others, both humans and animals, no matter of which species they are. They are environmental conscious, they care about the world we live in. And they maybe try to find a way how they can leave this world to their children or to generation that comes in a better shape than we as the older generation left this world for them to cope with.
So I think like a trauma aware is modern world not only buzzword and not only should be considered within the environment of the human dog connection or human animal relationship in through the lenses of pet care, but we should become trauma over ourselves. We should become aware of our own belief system and of views, world views that are imposed to us and try to find a way to work around them. Because yesterday I was talking about trauma on on one of my podcasts and I was talking about how trauma is never traumatic experience is never is always in on a receiving end. So not necessarily something that was meant to to hurt someone. Because you know, let's start with our parents. They always wanted the best for us and didn't count how great they wanted to be to us. What counted is how that what they wanted landed within us. How did I received that what they wanted the best for me, for example. And that's also for the dogs. It doesn't count. How intention was great of the groomer, of the pet care professionals, of the pet career business owner. That doesn't count. The intention doesn't count.
What's count is a receiving end. How did the object of that received this or subject, I might say that received this service or or relationship on the other end how that landed. And that's nothing to do with the perception of me wanting to deliver good. It's on the other side is the good perceived as a good and received as a good. And once you start asking those questions, you become like pretty much aware about environment other people. That raises a level of the consciousness and empathy on the completely different level. And then we are just in a state in which we can provide an amazing service to.
To any other non human species on this planet.
[00:34:46] Speaker A: But also I was gonna kind of ask that is how. How does that. You know, you talk about all.
It sounds wonderful, but to a company and in just a few minutes because we do have to go to another break here soon. But how does that become profitable for a production based salon? How can they change this? How can business owners change their mind or change that mind frame and shift their business to this?
Or is that too long for right now?
[00:35:21] Speaker B: Maybe it's too long for two minutes. That we have less before another. Maybe you can leave that for, for the answer after the break.
[00:35:29] Speaker A: How about I write that down? Future conversation.
I can't help it. I know I'm gonna write that down. We're gonna come back to that because there is a reason why we're, we're talking about this. But before we go, how about you tell them how to find you?
[00:35:55] Speaker B: Okay. Yeah. So there is a. So the primarily focus of our interest would be raising, you know, consciousness about human dog relationship. And that you can find on my webpage. That's, that's actually myplh.com and there we have a lot of scientific research.
Perceive the human dog relationship from the lens of the world in which we actually live, not the perception of ours. What this world actually is.
[00:36:49] Speaker A: Very good. All right, well we're gonna wrap this segment up. We will be right back after these messages.
Welcome back to the business of pet care.
Today I am joined by Sasha Reese and we have been all over the place and not able to even finish some conversations because, because we like to talk and we have a good time with talking about things because I think we think a lot alike when it comes to this stuff. So it is so neat to have another like minded individual.
I'm gonna ask because we ended on the last note, so let's just pick up there really quick. How can a business be profitable with going in this direction?
Because ultimately we want them to go in this direction.
[00:37:59] Speaker B: We always need to come back to the beginning and to final definition of the profit and the final definition of the abundance. No matter which direction you're going to go, the amount of the money, money you're going to be making is always going to match exactly amount of the service you provide.
Not service in a sense of how many grooming treatments or how many units you sold.
It's about how many, how, how much that service and how much those products are actually are in service of the human dog relationship and in, are in service of dogs. And if you, if we just think about that and come back to the point that the profit is not made in the Excel sheets, even though we so much try to do it hard and put everything so linearly and say if I invest this amount and I sell that amount, then I'm gonna profit this amount.
That always come down to being lost in a space because oftentimes what I think people are leaving much more money on the table because they are observing this business so linearly. As I said, like business touches four core pillars in the human dog relationship and if you and if the business is not contributing to rise of those pillars and helping dogs live better life next to humans and helping humans live better life life next to a dogs, that business is prone to fail no matter how much money they make. It might Happen not in five years, in 10 years. But that business cannot survive. Not laws of excel sheets, but the cosmic laws of that I was always relaying my life on and they served me well every single time. When I was like you with the safety loops, when I was going against my gut, always down the road, there was a rabbit hole, there was a drain and everything went south.
So if you and a lot of companies are coming to this space just to make xxx the money and go out from the business, right, make up the product, it's nothing wrong with that
[00:40:05] Speaker A: business mind frame here. Just because there's a the industry, the pet industry is growing so fast that it's so hard to keep up. And people coming from other industries that are not growing as fast as are seeing this high dollar, these, these spikes and these jumps just since even in. In a recession, I mean how many industries actually grow during recessions and get bigger like this industry has.
[00:40:39] Speaker B: See actually a point I wanted to make because this industry does not show average industry behavior in the good economy and in a bad economy is a constantly on rise. It's constantly on rise because the people are getting more and more lonely and the dogs are filling that gap. But the problem with this industry, as I said is that industry is often the business is oftentimes making, you know, in service of the profit. And I know on my own skin and on the skin on the businesses that we happen to to coach and transform and help them transition from the excel sheet business into a meaningful impact business. Money always follows the impact and money always follows the service.
Money always follows the about. If your message is right, if your message is healing, if your message is helping human dog relationship grow, abundance gonna follow because then you need more money to reach more people to do more good. And every single time when I was kind of like. Because money in this industry and known paths pathways to make money in this industry oftentimes does not bring good. How many times we saw businesses that had invested millions of dollars doing nothing because they were thinking that it's much easier to do it this way all the way.
I'm going to be able to sell everything out from this shop and I'm going to be able to sell this service and that product and everything and everything went downhill.
How many times so oftentimes this And I must say no matter how unpopular this answer might sound, businesses that are in service to human dog relationship will survive and will thrive. The others gonna make impact, make money and maybe go out from the business, go out from the industry, take their investment elsewhere. Because again this industry can be driven only.
[00:42:42] Speaker A: Sorry, they're gonna. Or they're gonna struggle with reputation control.
[00:42:49] Speaker B: Yeah. Because this industry is built on a workforce and workforce inside the industry as emotional. And you cannot go at them like you would go on someone on a Wall Street. You cannot behave towards them without giving them a possibility to see the impacts they have with their work every single day. Because those people gonna run away. You're gonna build the industry on, you're gonna employees, you're going to be left without seven if you keep forcing them to do what Excel sheet or investors are expecting us to do and how that's overcome being in service of the human dog relationship. If your products and a service is not serving is for example which kind of impact can have on a product or a service that unconsciously. Because again wheeling we I have. When we provide a business consulting we have one particular formula that we implement in the business and then we provide a like a strategy of how to go out from there. And it's called impact factor. Every single business, every single business that has services, products and anything in between has an impact on the dog human well being. And it can be either positive or it can be negative. And when we. We negotiate with the people, first thing we do is we evaluate the impact factor. Your messaging, your core value, your. Your lexicon. You use terminology, you use the way you approach the market, the culture, the cult corporate culture, how that all together affects number of the dogs in a shelter. And it's very linear, it's very, very justifiable way of moving on. And then we come up with that impact. And the impact usually is negative because emotional language that the people usually use to communicate making dogs being babies, making that emotional impact in a human dog relationship that is actually bringing money out from the people. But making a dog being victim of that.
And then now I can make money but with making this money I'm contributing to a number of the dogs in a shelter. Even if the people are not able to see this at the moment or when I say this and they hear this, you should always especially if this sounds to you like oh this has nothing to do with it. Oh this does. My business is very impactful in a positive sense. You would be surprised the pictures you post as a covers for Your products, the language you use to promote your product or service. The way you promote and portray and position yourself can contribute unintentionally.
I say we have that impact and we see this impact. The industry has an impact negative impact on the market market and a human dog relationship. Number of the abandoned dogs are on the rise.
So the industry must take a responsibility for that. And oftentimes that's done by people and industries and businesses going after profit. So I cannot emphasize more at this particular point in your podcast because this is a great great ground to expose these things because every single one of your listeners should put put a put a finger on their head asking like Emma may be unwillingly doing something that hurts human dog relationship. And then once we we propose the restructuring the narrative we propose the and then the people have choice and if they choose not to go with us we just don't choose participating in that because I don't want to be related with anything that might even unwillingly and in a little through the little window open the door for the people being able to abandon the dogs. And unfortunately they do because it's overwhelming amount of the of the products and services out there without proper education as you mentioned during the podcast that's very important how to properly use it. The people are using. The people are using the promotion. The promoters are using much more influencer marketing in I bought these products and it's amazing and you should have it too. And not putting enough enough products in the enough money into building an education component of it and becoming aware. Because if they would become aware of real impact of this of their products and service to the market and to the human dog well being and a number of abandoned dogs. I think like probably 70 to 80% of the companies are not and not aware of how negative impact they have to this.
So before I strategically answer this question of yours in a lot of words because I want to tell the people that making money in this field brings huge responsibility and maybe every single dollar you made is made on the dogs that are today in shelter.
And you didn't know that but that doesn't matter. It's still an impact and that's there I want to see there. I'm gonna there I want to close this answer to the business because once the businesses become aware of this what I was telling now and once we take a responsibility for how much we contribute to a rise of abandonment of dogs and confusing pet parents just to make them more confusable because confused people buy and why they are buying because they are scared.
If I don't have this, then I'm not worthy pet parented. I don't feed with this, then I don't know nothing. If I don't go after this, if I don't groom it there, if I don't pay this money or that money, they feel guilty and the industry is making them feel guilty. And that's the narrative. And unfortunately, then when that change, the industry becomes service and the service brings money by the default.
[00:48:47] Speaker A: Yeah, I, I don't even know how to end on that, but.
Except to say to be continued because we could keep going for four more segments and still not cover everything we need to cover. So you're gonna have to stay tuned. You're gonna have to find Sasha, look him up, we can scroll through because he's got plenty of places and, and we have to wrap this up. But thank you so much for being on the business of pet care. It was wonderful to just get to sit back sometimes and listen too. So thank you again for joining me,
[00:49:28] Speaker B: so much for having me. It was really pleasure sharing this passion with you because you are on the other side also passionate about these businesses. And thank you for bringing this, this message to your platform. And if we just had your listeners just stop for a second pause and rethink what they heard tonight, I think like we gonna, we gonna change the world of the pet pet world for better. One pet family at a time.
[00:49:58] Speaker A: We are gonna do that. Thank you so much. This has been the business of pet care. I'm Dara Forleo and I look forward to see.
