Alright – so today we’ve got the honor of introducing you to Heather Gibson. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Heather thanks for taking the time to share your stories and insights with us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

Starting Out: Overcoming Challenges Through Community

When I first started breeding, I had no idea how challenging it would be. The breeding world can be tough; some experienced breeders were often unkind or unwilling to share knowledge with newcomers. This lack of support drove me to create my own community of breeder education, one rooted in kindness and openness. I wanted a space where everyone felt welcome, no matter their experience level. By doing this, I could bring in presenters to answer the questions I had and cover the topics I wanted to learn more about. This community transformed not only my own knowledge but also the breeding journeys of countless others who joined us. We were stronger together even though some thought of us in competition with each other.

Adopting a Growth Mindset

I embraced a “growth mindset” early on, knowing that each action was moving me forward, either by taking me closer to my goals or teaching me valuable lessons. This mindset gave me grit, helping me push through times when quitting seemed easier. It wasn’t always smooth, but learning from mistakes and viewing every setback as a stepping stone kept me moving forward.

Learning the Power of ‘Who Not How’

Reading the book Who Not How by Dan Sullivan completely changed my perspective on running a successful business. It taught me that I didn’t need to master every area of the business myself. Instead, I started hiring people who were already experts in key areas. This approach not only accelerated my growth but also reduced the pressure to be great at every single aspect. It was a game-changer that allowed me to focus on what I did best.

Expanding Services to Meet Client Needs

I realized that scaling wasn’t just about finding new clients but also offering more to the clients I already had. I looked for products and services they needed and valued, adding them to my offerings. This approach didn’t just boost my income—it made me a go-to source for solutions, which led to more referrals and stronger client relationships. By addressing more of their needs, I built trust and expanded my role as a knowledgeable resource.

Taking Calculated Risks and Investing Early

My high risk tolerance has been a significant factor in my growth. When I saw the potential for future profits, I wasn’t afraid to invest heavily upfront. I jumped in with both feet, trusting my vision for where the business could go. Spending more initially felt scary, but it often paid off later.

Hiring for Growth, Even When It Feels Risky

Another pivotal move was hiring before I felt ready financially. I found that having the right people in the right roles actually generated more income than their costs. The right team members could take the business to new levels, though it was a scary step. I also learned to trust my instincts—there were times I didn’t act quickly enough to let go of people or partnerships that weren’t aligned with my goals. Looking back, I wish I had trusted myself sooner in these decisions.

Constant Learning from Diverse Sources

I believe in always learning, not just from within my industry but from a variety of fields. Observing successful businesses and people outside the breeding profession broadened my perspective. I took advice from Brendon Burchard, who said to treat yourself like an athlete. Taking care of my health, mind, and energy became priorities because I realized that when I’m at my best, I make better decisions.

Final Thoughts

This journey has been anything but an overnight success. It took building community, adopting a growth mindset, learning from others, and embracing calculated risks. Scaling up wasn’t just about what I did but also about who I surrounded myself with and the lessons I applied along the way. Each decision, even the difficult ones, brought me closer to building a thriving, purpose-driven business.

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?

My husband Jacob and I had been foster parents for over a decade, witnessing firsthand how animals could help children cope with trauma. My daughter, who was about 7 at the time, was going through intensive therapy for PTSD due to the abuse and neglect she experienced before joining our family through the foster system. One day, she seemed particularly upset, and when I gently asked if she wanted to talk about it, she told me she couldn’t talk with me about it. I asked whom she might feel comfortable opening up to, and she replied that she would talk with the cat about it.

That moment made me realize just how powerful pets can be as conduits for healing. Watching my daughter open up to an animal when words failed her revealed the incredible bond and therapeutic role pets can play in people’s lives. This understanding became a cornerstone of my approach to breeding, knowing that I was helping provide families with animals that could offer comfort, companionship, and healing. We saw a massive need for animals raised to support people’s emotional and mental health, so we decided to fill that gap by breeding and training dogs for emotional support, therapy, and service work. I mainly breed Mini Golden Retrievers, dogs with the personality of a Golden Retriever in a smaller size.

I have gone on to include holistic modalities of supporting both the animals and people I work with. I am a certified animal aromatherapy specialist, a certified clinical aromatherapist (for humans) and a certified pet nutrition coach. I have done extensive training in marketing and coaching. I thrive on helping pets and people heal.

Any insights you can share with us about how you built up your social media presence?

Building My Social Media Audience: Learning and Focusing on What Works

Social media has been an invaluable tool for me to connect with clients and other breeders, but it wasn’t something I mastered overnight. The platforms are always changing, so I make it a point to attend trainings with marketing experts to stay current on trends and strategies. This continuous learning has helped me keep up with updates and shifts in what works best for reaching and engaging my audience.

1. Focus on One Platform at a Time

One of the best lessons I’ve learned is that it’s better to do a great job on one platform than a poor job on several. Conquering one platform at a time allows you to build a strong, consistent presence. Once you’ve mastered one, then you can consider adding another. If you’re not sure where to start, choose the platform where your target audience spends the most time.

To help you pick the best platform, here’s a general look at demographics across popular channels:

Instagram: Primarily ages 18–34, with a slight skew toward women. Best for engaging visuals and storytelling.
Facebook: A broad age range but especially popular with ages 25–54, making it great for connecting with families and communities.
Pinterest: A favorite for women, especially ages 18–49, who are looking for inspiration, including pet care tips, home decor, and lifestyle ideas.
YouTube: Diverse demographics, strong across all age groups, especially 18–49. Great for educational and in-depth video content.
TikTok: Dominantly Gen Z, with ages 18–24 leading, but it’s also growing with older audiences. Ideal for short, engaging videos and trendy content.
By choosing a platform that aligns with your audience’s age and interests, you’ll have a stronger foundation to grow.

2. Stay Consistent and Understand the Algorithm

Once you choose your platform, consistency is key. Posting regularly builds trust with your audience, who will come to expect and look forward to your content. But don’t just post randomly; figure out what the platform’s algorithm is currently rewarding. Algorithms evolve, but right now:

Instagram: Favors Reels, Stories, and carousel posts. Reels, in particular, get significant reach due to their engagement.
Facebook: Live videos and posts that spark meaningful conversations tend to perform well.
Pinterest: Pins with keywords that match popular search terms, especially those with strong visuals and keywords, can gain traction.
YouTube: Favors longer, well-produced videos and content that encourages viewers to stay on the platform longer (watch time is crucial).
TikTok: Prioritizes content that’s highly engaging right away—videos that are catchy within the first few seconds, using trends and music.
Learning and adjusting to these algorithmic preferences ensures you’re not only consistent but also optimizing for visibility.

Building a social media presence takes time, focus, and a willingness to adapt. Stay curious, keep learning, and don’t rush to be everywhere at once. Focus on making meaningful connections, and you’ll see steady growth in both your audience and the quality of your interactions. Social media success isn’t about going viral; it’s about building a loyal community, one post at a time.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I’ve always believed in continuous learning, and certain books have profoundly impacted how I approach business, leadership, and personal growth. Here are a few that have changed my perspective in powerful ways:

1. Who Not How by Dan Sullivan and Benjamin Hardy

This book completely reshaped how I think about growth. The main idea is simple but transformative: instead of asking, “How can I accomplish this?” ask, “Who can help me accomplish this?” It’s a mindset shift that opens up opportunities for delegation and partnership. By focusing on finding the right people to help with specific tasks, I’ve reduced my learning curve, freed up my time, and empowered others to contribute their strengths to my business. This has allowed me to grow faster and focus on what I do best.

2. 10x Is Better Than 2x by Dan Sullivan and Benjamin Hardy

This book introduced me to the idea of thinking in terms of exponential rather than incremental growth. Instead of aiming for 2x improvements, where you might just do a little more of what you’re already doing, think in terms of 10x, which requires a total shift in how you approach your goals. For me, this means focusing on the most impactful actions and being willing to let go of anything that doesn’t align with a bigger vision. It’s a powerful way to get out of the comfort zone and achieve ambitious results.

3. The Big Leap by Gay Hendricks

This book addresses the internal blocks that hold people back, especially what Hendricks calls the “Upper Limit Problem”—the unconscious self-sabotage that happens when we reach new levels of success. Hendricks encourages readers to identify these limits and push through them, allowing us to experience greater fulfillment and achievement. For business owners, this book is a reminder that success often requires overcoming mental and emotional barriers, not just external ones. It also introduces the concept of working in your “Zone of Genius,” which is the unique area where your greatest strengths and passions align, providing a clear path to both success and satisfaction in your work.

Contact Info:

• Website: https://www.bigheartedbreeders.com/
• Instagram: https://www.instagram.com/bigheartedbreeders/profilecard/?igsh=b21kZWNkNjNibThx
• Facebook: https://www.facebook.com/bigheartedcompanions?mibextid=LQQJ4d
• Youtube: https://youtube.com/@bighearted_heather?feature=shared
• Other: Pinterest: https://pin.it/6TFNca1SM
  TikTok: https://www.tiktok.com/@bigheartedbreeders?_t=8r8DPc5zAly&_r=1

Image Credits

Mollie Shutts