We recently connected with Billie Groom and have shared our conversation below.

Billie, appreciate you joining us today. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?

My journey, starting three decades ago, is completely organic and, although it may seem as though the “progress path” was planned, it was not. I had an innovative and entrepreneurial mindset. After starting my own pet care business in the early 1990’s and voluntarily taking in rescue dogs, I noticed the challenges rescue orgs. and pet parents have with adolescent dogs, often leading to surrender, returns and euthanasia. I sold my successful pet care business to focus on learning more about the challenges and creating a solution. This solution, unintentionally, defined my career path and is the reason for my success as a behaviorist – one of the most challenging professions in which to excel. After working with hundreds of clients per year for almost two decades, receiving multiple awards, and volunteering in multiple countries, I knew I had to spread awareness. I wrote a book, created a podcast, increased my social media presence. and reached out to industry experts. The response was a roller coaster, and it took all of these avenues to make an impact. Canine behavioral experts were unresponsive and attempted to thwart my method, while veterinarians, animal advocates, industry professionals, psychologists, rescue orgs and pet parents supported and embraced it. Awareness grew as my media presence (tv, radio, podcasts, magazines) grew. One step led to another. I worked relentlessly at creating connections and spreading awareness. My client base tripled, book sales increased, and speaking engagements emerged. I was accepted into a PhD program without achieving my masters degree (a goal of mine) due to my experience, knowledge, and success.

There are many forms of success. My “success” is not only defined by the growth of my business, but also by the impact of my method, and my reputation as an expert in my field and leader in my industry. This journey was unconventional, full of challenges and learning curves. I never gave up because every day I saw the impact I was making. My success was achieved by a combination of efforts, not all effective or successful in the moment, but all integral parts of the journey.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I never intended to be a dog behaviorist. My goal was to create a solution to the number of adolescent dogs surrendered and killed for behavioral reasons. Many of my clients have been advised to surrender or euthanize by behavioral experts who are very good at their profession. I learned later in my journey that the only non-aversive methods taught to trainers and behaviorists (including behavioral veterinarians) in mainstream education are reinforcement-based, and adhere to the principles of conditioning methods. Conditioning methods are scientifically proven less effective, ineffective, or even counterproductive with adolescent dogs based on brain development and the psychology governing these methods. Did I know this when I started? No! I learned from working with rescue orgs, pet parents, and adolescent dogs. I took courses on the neuroscience of the dog’s brain and in psychology, talked with psychologists and veterinarians, and researched conditioning methods to learn why different methods are more, or less, effective during different life stages.

I also researched the industry. The industry is unregulated, meaning there is no regulatory or governing body that is obligated, or has the right, to assess, approve and share my method. Industry leaders who make money and sustain their reputation by promoting conditioning methods view me as competition. Government run shelters, despite being in a position of dire need of change, remain closed to solutions. The goal should not be to “be right” but, rather, to “get it right.”

My greatest impact is in animal welfare. My method has helped thousands of pet parents, fosters, rescue orgs, and, of course, dogs. I am, at heart, a social entrepreneur.

What’s worked well for you in terms of a source for new clients?

I work with clients, virtually, world wide, and am heavily involved in animal welfare globally. Majority of my connections and clients are derived from clients. To me, client referral is an indication of success. Veterinarians, and other industry experts, recommend me to their clients when standard methods prove ineffective. They like to provide their clients with options, and my method, Canine Cognitive Behavioral Therapy, has prevented them from having to euthanize. Many people in media and other related fields refer me as a guest speaker in university classes, youth programs, schools, and conferences, which build my business, spread awareness, generate other speaking opportunities.

Can you share a story from your journey that illustrates your resilience?

While pursuing avenues to spread awareness on my method, I was repeatedly told I could not do what I do, and that all methods must use reinforcements and be conditioning-based, and that all trainers must be certified. This baffled me, since my method was already scientifically proven effective. I could get certified, but that would be deceiving, since the only certifications are granted by the organizations that sell courses on conditioning methods, which although I see the value in non-aversive conditioning methods, these are not the methods I use. People hire me because I am the expert in Canine Cognitive Behavioral Therapy, (CCBT) and they appreciate my extensive experience and unconventional, grassroot learning journey. My goal was not to be different, but rather, to create a solution for the “grey area.” It was, and still is, emotionally challenging to hear the stories of dogs who were abused and the journeys of people trying to help them. They are frustrated and feeling defeated, as though they had no option but to surrender or euthanize. The more I learned about the industry, the more I realized how challenging it would be to break through, and then realized I already have! I continue to remain true to what I do because every day I make an impact. I consider my reputation of being tenacious and an unintentional industry disruptor as compliments.

Contact Info:

• Website: https://www.upwarddogology.com/
• Instagram: https://www.instagram.com/upwarddogology
• Facebook: https://www.facebook.com/upwarddogology
• Linkedin: https://www.linkedin.com/in/billie-groom-b6964037/
• Twitter: https://mobile.twitter.com/UDogology
• Youtube: https://www.youtube.com/channel/UCTScmKo-2BytWox4zWPwr8g
• Other: https://linktr.ee/upwarddogology