We recently connected with Denise Fleck and have shared our conversation below.

Denise, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

Each of my dogs has helped me create another branch of my business, but my yellow Labrador retriever, Sunny, was the inspiration for my company, “Sunny-dog Ink!” My beautiful fur kid suffered a back injury, and although I nursed her back to good health, I never wanted to be faced with the uncertainty of not knowing how to handle an injury with one of my dogs. Research and fate led me to discovering Pet First Aid when it was in its infancy, so I jumped on the bandwagon, trained with a dozen organizations in pet health care, volunteered helping rescue animals, practiced and developed my own proprietary program. As the classes took-off, I realized I could further help people help their pets by designing a line of pet first aid kits while at the same time, I launched into writing for pet magazines thanks to a story I had written about my beloved Akita, Sushi. Duchess the Sheltie, who came to me at 44 lbs. (on average, this breed should weigh 16 -22 lbs.), led me to learning proper canine nutrition so I added the topic to my teachings and writings. A few years later, my husband and I adopted the gentlest soul I ever knew, Mr. Rico the black Labrador, who could lick a smile on the grumpiest of faces. Blending a family of 3 very different dogs, including high-spirited Rex, taught me the importance of properly introducing your animal family. Around the same time, I received my teaching credentials and began teaching High School Animal care. What an awesome revelation to discover the lessons I was teaching my teenage students, were actually being shared at home :) Parents began calling me to ask about the best food or other needs for their family pet! The light bulb grew bright and I concluded that although kids don’t always listen to their parents, parents DO listen to their kids, so that by teaching the younger generations, animal respect and care could trickle UP. I emBARKed on writing a children’s book series, “Don’t Judge a Book by its Cover,” starring Mr. Rico. It won the Dog Writers Association’s Best Children’s Book and other honors, which led me to writing more focusing on my Akitas, Haiku & Bonsai. With senior rescued Akita, Kiko, now by my side, I realize the key is to be in the moment like our dogs are. Never miss noticing the gentle breeze of an idea that touches your mind, or the yearning in your gut to jump into a pile of leaves (uh, a project) that presents itself. Animals are our teachers, and my canine family has shown me ways that I can feel fulfilled by helping others help the amazing animals in their lives. Twenty years ago, I banged on doors begging to teach my classes. Word of mouth eventually took hold and students shared success stories (i.e. “Because of Denise’s class, I saved my dog’s life!”), swinging open doors that then begged me to walk in. Perseverance and keeping my ears alerted to opportunities allowed me to personally teach animal life-saving skills to more than 30,000 pet parents and professionals, in the homes of celebrities, on television and radio. I am confident now, as I train the next generation of Pet First Aid Instructors, the trend will continue for pet parents every where want to know how to rescue Rover or help Fluffy feel better even before they can get to veterinary care. For that…I have Sunny, Sushi, Duchess, Mr. Rico, Rex, Bonsai, Haiku and Kiko along with all the doggies who came before, to thank for my business idea, my work and my success. Four paws up to our animal friends!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

I was raised by a Great Dane and have spent my life loving animals. As dog mom to a dozen and cat mom to one, the loyalty and unconditional love these animals have shown me makes me want to do all I can to better their lives.

My yellow Labrador, known as The Sunny-dog, inspired me to create a company where I could teach others to help their animal family. Years into it, when I started teaching younger pet lovers and realizing the appeal of “Super Heroes,” I created The Pet Safety Crusader character, with animal side-kicks, my two Japanese Akita love-bugs, Haiku & Bonsai, to spread the word about pet health, care and safety.

Through my teachings, I have been given the opportunities to share my pet first aid and CPCR (yes, there is a second “C”) techniques on national television, including CBS –TV’s The Doctors, Animal Planet and CNN, and in the homes of Oprah Winfrey, Kirstie Alley, and other celebrities. I have been honored twice as a finalist as Pet Industry’s Woman of the Year, named a “Woman of Influence” by Pet Age Magazine and am the recipient of the Burbank Police Department’s Volunteer of the Year Award for drafting the city’s animal emergency plan.

Senior dogs however, are my soft spot, and my husband and I have welcomed great numbers of these fabulous creatures into our family over the years. Because of that, I am the proud Board Chair of The Grey Muzzle Organization which provides monetary grants to shelters and rescues all over the country to make sure senior dogs thrive and that no old dog dies alone and afraid.

In addition to my Dog & Cat First Aid & CPR Classes, I went on to create certificate courses in Caring for Senior Pets, Pet Disaster Preparedness, Basic Bird First Aid and First Aid Basics for Rabbits and Pocket Pets, all of which professional pet sitters and others who care for God’s creatures benefit from. My main focus these days though, is training the next generation of Pet First Aid Instructors so that communities that don’t have access to these trainings can soon help animals in their own communities.

For many years, I created and sold a line of pet first aid kits, have written hundreds of articles, authored more than a dozen books teaching animal care and respect and volunteered hands-on at shelters, rescues and on an animal response team. It has filled my heart, and shown me that I am doing what I was meant to do when I hear back from students:

“What you learn from Denise Fleck is invaluable!! If it hadn’t been for her training I would not have been able to stop 4 dogs from choking. I highly recommend also going back for “tune ups” because there is so much to learn!” –Patricia Dennis, Los Angeles, CA

“I honestly believe that Animal Care ROP is what got me into the Pre-Vet program. Between the basic and advanced class, I acquired 120+ hours of hands- on experience and I am positive this helped me stand out from the other applicants! — Tatum Lincoln, Burbank, CA

“There is nothing as rewarding as knowing that one day after taking Denise’s class, I saved a helpless little dog from choking…and her wagging tail and thankful licks let me know she feels the same way.” –Tina Kenny

What I am most proud of however, is the life I have been able to provide my own animal family. Keeping them safe, making them feel loved, teaching them to be ambassadors of their species and loving them unconditionally as they have loved me.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

If you want something done right, you have to do it yourself is something I continue to unlearn.

In school, I always liked independent study projects that I could accelerate at my own pace. Maybe being an only child made me independent. When I got to college and entered Film School, that lesson was reinforced, as when working with others, I found that others weren’t always reliable, didn’t show, didn’t come through with what they had promised to accomplish and left me holding the bag. In my early career, working in entertainment publicity, we were a team, but still I had my tasks and goals to meet. Starting my own company was an excellent fit: I did it myself, on time, the way I wanted and… wore myself ragged and didn’t reach as many ears. I realized if I wanted to accomplish more without a way to clone myself, I needed to network, build partnerships and relationships, and learn to depend on others pulling their weight. At about this time (I found the Universe gives us what we need when we need it if only we will listen), I was asked to present a webinar at a pet industry conference and came up with the topic: “Tired of Being an Island? Together We Can Achieve Mainland-sized Success!” I talked about how creating the right partnerships can maximize your efforts, and that key #1 is finding someone whose product/skill/talent is something you are genuinely excited about. Connect with this person, and listen. See if there is a way you can offer assistance. Can you mentor, share their product, or brainstorm together. In turn, that person will return the favor and you both will likely learn from each others’ successes and challenges. Don’t think of others in your industry as the competition. Think of them as a different spoke in the wheel that is turning for a goal…in my case, to help animals live their best lives!

For example, 1) At a conference I met a solopreneur who baked and sold dog cookies. I tried them. My dogs loved them and she got a loyal customer out of me who recommends her products to my students and friends. I put her samples in my orders and she puts my postcards in hers. 2) I met another soloprenuer who blends essential oils, aromatherapy for dogs. We collaborated on an article on how her product could be used when performing pet first aid or caring for an animal. We both received publicity and to this day, continue to share each other. 3) A student who attended my class fell in love with my first aid kits and asked to put them on her website. I shared her website on social media and a connection of hers led me to getting my first aid pocket guides in gift bags at a big NYC event. 4) And just because I spoke to a lady in an airport with an emotional support dog, I developed a life-long friendship!

Like planes, plans don’t always take off on time, but keep the motor running! I may be a solopreneur, but I have acquired a “flight crew” of associates, partners, friends and family members that help to keep my nose in the wind and my engines running!

Although cliche, it takes many grains of sand to make a beach, so if you dream big, you need collaborators, mentors and helping hands to make that dream a reality.

How do you keep your team’s morale high?

Most of my experience managing teams has actually come from volunteer work, serving as president of several non-profits. Volunteering is work too, you just get paid in ways that aren’t monetary: new skills acquired, friendships made and a sense that you are doing something that matters.

Those of you in the animal industry have probably heard the phrase, “like wrangling cats.” This idiom refers to an attempt to control or organize an inherently uncontrollable group of people. To do so, requires a great deal of effort – and patience like trying to command a clowder (group) of cats into doing any one thing. There is an awesome video illustrating the point: https://www.youtube.com/watch?v=07EQ_7lDASs

When dealing with volunteers, employees or any group, you are dealing with people who have had different life experiences and may be expecting to achieve different things out of your combined arrangement. 1) Listening without distraction is key. When you talk to one person, they should be the most important person at that moment. 2) Building rapport helps so much. Team building exercises can be a turn-off to many, but getting your team to know each other, find commonalities and also some things one has done that others would like to try creates relationships, so sneak those team building exercises in without calling them such. Have one person find out something to share about another, have members answer roll call by announcing their favorite candy. It just makes everyone human. 3) Staying organized and knowing what everyone is good at, if they are doing it and doing it on time. Don’t set realistic goals. It really is like wrangling cats but managing teams is just that, and 4) Always be encouraging and find ways to show you appreciate your team. Rewards do not have to be purchased gifts but could be something homemade. Rewards do not need to be tangible, they can be a shout-out at a group gathering. Tuning in is what it is about. Noticing if someone is having a bad day and offering a word of encouragement or lightening their load, re-assigning a task until they can get back on their feet. Not ignoring tasks uncompleted, but finding something good to say about everyone’s efforts, being diplomatic and kind can keep morale high and people wanting to help you achieve your goals!

Contact Info:

• Website: www.PetSafetyCrusader.com
• Instagram: www.instagram.com/thepetsafetycrusader
• Facebook: www.facebook.com/SunnyDogInk
• Linkedin: www.linkedin.com/in/denisefleck
• Twitter: www.twitter.com/thesunnydog
• Youtube: www.youtube.com/thesunnydog
• Other: Books on Amazon: https://www.amazon.com/Denise-Fleck/e/B00J7MFGU6?
  
• Volunteer website:  www.GreyMuzzle.org