DESCRIPTION This year has been one of the hardest we’ve ever had in business. Making the decision to go all in and state publicly that we only work with force-free dog professionals wasn’t easy, but it was the right thing for us, and for the values Canine Business Academy was built on. In this episode, we’re being completely open about what that journey has really looked like. We talk about the uncomfortable moments, the mistakes, the fear, the times we might have come across as egotistical and why we’re choosing to own every part of it. We're sorry to anyone we’ve unintentionally hurt along the way. Growth isn’t clean. It’s messy, confronting and sometimes painful, but it’s also where integrity is tested and the truth gets louder. If you’ve ever had to make a decision that cost you comfort, clients, or approval, this one’s for you. Because standing for something always comes with challenge but it’s how you keep standing that matters. KEY TAKEAWAYS This year, Jo & Vicky took CBA 100% force free and have started saying that in a very clear way. Jo & Vicky slowly and painfully realised that being open to all trainers, while well-intentioned, ultimately put them at odds with their own beliefs about what’s best for dogs.  Before you start, sit down and work out what your personal and work values are and set your business up to fit in with that. If you don´t, you are opening the door to inadvertently upsetting people when you realign your business with your values. Every business goes through challenges, accept that and do your best to be ready to work through them. Be aware of the role fear can play in letting yourself go down the wrong path or avoiding issues that need to be dealt with quickly. Seek out clients that are a good fit for you, in particular when it comes to your core values. BEST MOMENTS “ When we first launched CBA, we didn't have that clear stance,…we are force free trainers.” “It’s almost like we just lost our way.” “We don't work with people who train like that anymore. However, we are not going to accept you talking about people in a derogatory way and tearing people down. That is not what CBA is about.” “We genuinely do care, and we genuinely do want to support .” “Just be unapologetically you, because that's all you can be. And if you piss people off along the way, it will be unintentionally, but hopefully that forgiveness can come back.” “We were cutting off our nose to spite our face hugely…our words and our actions weren’t matching up.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/