Pet Industry Icon Explains How to Turn Your Passion into a Profit

Welcome to Ali and you'd the business success and lifestyle show. Are you a dog lover like I am? Find out how dogs really can change your life and how my guest actually also partnered with the dog community to create a million dollar business and we're going to tell you how on Allie and you'd welcome to Ali and you And I am super excited because today I get to bring on one of my favorite people who's also in my pinnacle global network, an amazing business owner and also quite the dog expert and I love talking about doggies. So Gila Kurtz is a successful entrepreneur who found her passion in working with dogs and their people. I love the way she phrases that. So in addition to building a successful dog training business, wherever the Navy moved her she nine years ago, she co founded and co owns Dog is Born Good which is an incredible lifestyle brand. Award winning for dog lovers like myself. Can't wait to share this with you. And Gila has turned her love for dogs into a seven figure business by growing revenues through wholesale to retailers. You're going to learn all about this online e commerce and licensing to other manufacturers. So it's very interesting business model that she has. She's also the author of fur covered wisdom, A dog can change the way you see the world. And this is so, so true. Which quickly became a number one international bestseller on Amazon. So we have the author, the expert, the business guru here, Gila.

Thank you Alison.

And so I appreciate you coming on the show. And so dog is good.

Yes. Yeah.

So how did this all happen and what was your inspiration?

Yeah, well I have to share with you prior to coming down here, John says, does Allison like dogs? I said, are you kidding me? Have you seen her Facebook? Of course she loves dogs. How can you not love dogs? So my background is as a professional dog trainer and I'd been doing that for years and was attending a continuing education conference in which there were exhibitors selling products to all of the attendees. And there was this one booth that had T shirts, just these white basic T shirts. And it said I love my and you just fill in the blank with whatever dog. And I remember standing there, I must have stood there for about five minutes looking at the one that had the dalmatian, because I had a dalmatian at the time. And I just kept thinking I love my dalmatian, but I wouldn't even sleep in this T shirt. And so I also felt like it wasn't just about love, it was really about how the dogs in my world were beginning to change not only my life, but how I was seeing how they were changing other people's lives and impacting them. And so just casually, you know, came home, I said, gosh, I wish there was something out there that really showed my love of dogs, but did it in a very more sophisticated, more poignant, personal way.

Right.

Well, why don't you just make it? So we did. So we decided to do that.

Yeah. So. And that was. So. That was nine years ago. And, man, it is just expanding, exploded. You have all these products and books, and you do dog training and. And all that. So I want to get into talking about some of these products. But what is it about the dogs that inspires you?

I find. Well, as dog lovers know, I mean, these are the creatures who not only offer us unconditional love, they are just true, authentic creatures. They are who they are. They never are worrying about what happened 10 minutes ago. They're not stressing over what might happen 10 minutes in. They're really authentic creatures. And when you do take a step back for a second and really look at the lessons through the behaviors that they offer you and through the companionship that they provide for you, you really can apply a lot to your own life. And so I just see that, especially now in today's busy world, the role that dogs play in people's lives. I often say myself, my favorite part of travel is my first two minutes home. And I know that dog lovers feel the same way, too. And you have to ask yourself, why is that? Because there's this moment where everything else falls away.

Yeah.

And you experience a connection that is unlike anything you can get, even from, you know, your spouse who you love, or your children who you adore. Although I will say, my child never runs down the stairs to greet me after I've been traveling. So they're just. They are creatures that really change us on an emotional level and on a physiological level. And that's really been the power behind everything that I create and the messages that we develop in order to appeal to the dog lover.

I totally get it. And, you know, I am such a dog lover. I do. I have two dogs. I have Sammy, who is our golden retriever, who's really like my. My husband's baby. And then, you know, mine is Daisy the bulldog. And, man, is she a bulldog. She is so freaking stubborn. So last night, just when you said that about those first two minutes home, I came in. I was working late last night, and I came in, and I'm getting ready to leave town. So I saw my husband we had all this stuff to talk about and I feel this like licking on my leg, like hello, you forgot to say hello to me. And you know, it's like children that way. It makes you really stop and be in the moment and just give this love and connection. And that's so healing in so many ways.

It is. And to that just another brief story. Last night I was getting ready to go to sleep and I always read before I go to bed, but I left my book downstairs. So I ran downstairs, got my book, my lab, crazy to see me. She just had seen me two minutes prior and then I had forgotten my water. So I ran down again and the same thing happened about three times. And it just, you know, I often think, gosh, if I could make people feel the way she is making me feel when they walk into my presence, that would be just awesome. And that for them to leave my presence and also feel that same kind of feeling, it's really powerful.

And that's it. That's actually a good point that struck me and I think that's really how I run my business. And I know you do too, is about giving and how can I give and how can I support you. And really coming from that heart centered place. And I believe that creates ripple effects. I mean, not just, you know, with our animals and how we feel, but out into the world.

Yeah, absolutely. And that is a staple value at dog is good. When people ask me what I sell, I mean, yes, I have products, but really what the essence is is I sell the first two minutes home. I sell that feeling.

I love that.

And I also want the customers who touch Dog is good to feel that way as well. So everybody on our team knows that, that any phone call, any encounter with a. When they walk away or when they're experiencing interactions with us, we want them to feel as though they're interacting with my dog Bolo, the Labrador, who just is crazy lovey. And not only to the customer, but also very importantly with each other, with our team, that people should leave the office or come in feeling that kind of happy to be here.

Yeah.

And when we see each other, hey, I'm happy you're here too.

Yeah, yeah. I mean, definitely that's how life should be. And I think the animals remind us of that now in the business. Well, actually, you know what, let's talk a little bit about these products. People are probably like, what is it that they have all over the desk? So tell us some of the things that you carry with Dog is good.

So we carry a Broad array of products, and they range from apparel to gift to home decor to accessory items. And we also license the brand to other companies that create a variety of products, too, that we don't actually manufacture, but we do sell on our website. And I'll show you. This is my favorite. My favorite message is this message. A dog can change the way you see the world. Because this was.

Let me show that to the camera. So you can see that this is.

A really great tote bag. And actually, everything we create, too, is very high quality. So of course, it's 100% cotton canvas with magnetic closures, fully lined, and a zippered pocket. But these are actually really nice. And it gives a person to express, in fact, all of the products. And the messages just really give the dog lover the opportunity to express who they are. As a dog lover, I'd have to.

Get one of these for my new trapeze bag.

No, this is for you. This is a gift for you.

Oh, it is.

You can keep this.

Oh, my goodness. I love that.

This is great.

Okay, cool.

And of course, I brought the matching mug with that. Although we do have several different mugs. And so when we create messages, we do so based on the experiences first that I've had, but then also all the dog lovers that I have as well. And we have kind of a litmus test on the messages. Like, is it something that people have experienced? Will they relate to this? And does it evoke an immediate emotional response? So our number one message we have car magnets, too, is it's all fun and games until someone ends up in a cone. And this is one of our first.

Designs, which we also put so funny because my golden. Whenever he's had to wear the cone, I just feel so bad because he's running into walls and everything.

It is. It's very sad to watch. And you can see their whole personality change, too, when that thing goes on. So we also have it in apparel and we have it in wall decor and a tote bag, because people love it.

Yes.

They know. They've experienced it. It's a little bit humorous as well. And then we have some poignant messages. This is the only product that we actually sell for the pet. So everything we do is for the human at the other end of the leash. And the pet product that we have, though is this really cool patented dog water bottle, which has one of our top messages. Never walk alone. It's not where you walk, it's who walks with you. All of these messages are things that I take to heart. In my own life and in business. But it's pretty cool. So you put the water in, and the dog drinks from the little liquid.

Love that.

So you don't lose the water. And then for my little dog who won't drink out of that, this can be a little cup.

Oh, my gosh. That's perfect to have in the car.

It is. It's really a great little item. We have a full line of greeting cards, and we have what we divide as our Inspired by Dog messages. So things like this is something I've been incorporating into my life again, which had disappeared for a while, building the business. But Make Time for play might be.

One or these are things they need to remember.

Oh, they are. They're all the inspirations. And then we also take opportunity to poke a little fun at what it is to be a dog owner. So there's many people who are going.

To have children, because our dogs are like our children.

Exactly. And this is one of my favorites. We had to give the children away. Mr. Penstan was allergic. So they're just a whole variety of products. One of the other really cool products, this is a new one. This is called a popsocket, and it actually goes on the back of your phone. This is. This is for you, too. So it just sticks on your phone, and you pull it out. So when you're ready to use it, you just do that.

Oh, it's really cool.

And then you can also split.

I think I'm gonna be doing some shopping today.

And then you can hold it. And as far as texting goes, because I was always dropping my phone, so.

To solve that problem.

I love that we have hats. So Dog is My Zen is probably one of the biggest sellers we have currently. And again, all these messages are about this essence of what dog brings to us. But as a lifestyle brand, we also focus very heavily on the things that we get to do with our dogs. So. And I brought this for your husband. I think it might be the right size. Because he surfs, right?

Yeah, he does.

So.

And he loves to take. He just went swimming in Del Mar when he lived near the water, and he literally got in, was out in the, you know, with the dog water. Just swimming with the dog. Yeah.

So this is never surf alone.

Yes.

Bringing the dog with you.

Hang tent with your best friend.

That's right. Love that. People, you know, camping with their dog. So one of the things that I've really come to embrace is the fact that having a dog these days has really shifted from what it was when you and I grew up, and I didn't even have a dog when I was younger. But we've seen the evolution where dogs have gone from the backyard into the bedroom, into the bed, and now they go wherever we go.

It really is. I remember growing up, it was like the dog was in the background, you know, and then I think people really embrace the power and just the connection with the animals more so. And now, you know, you're in fine hotels and they have dogs in there, so it's so cool.

People are taking them everywhere, and businesses around the world are accommodating that for travel. And part of that is, well, truly just what they bring to us as creatures we don't want to part with. So even a simple trip to the grocery store is all about, hey, you want to just go for a ride? You just want that companionship. It's different. And that's one of the reasons why I think Dog is Good has grown so fast, because what we hear from people as they encounter the brand, not just like, oh, my gosh, that's so me. It's. This is really, really who I am. Like, you speak to me.

Yeah.

As a dog lover, because this is my life.

Right. Yeah. No, I love this. So. So let's shift and we'll talk about where people can get all this, and we'll put up the link and everything, because these are just, what, great gifts for birthdays and holidays, all that great gift stuff for holiday.

So.

So shifting back to the business owner, because this is quite an accomplishment.

Thank you.

From thinking, you know, having that first aha moment, what you've created is amazing. And you're in retailers all over the place, retail stores, you're online, you're licensing your product. What has been the biggest surprise for you, like, good or bad running this business?

You know, I would have to say the biggest surprise for me was being put in a position where I had to suddenly wear so many hats. I think in the beginning it was like, oh, let's do this, and we could get creative. And it was about just getting the products introduced to stores and to the customers by doing events and getting the feedback, direct feedback from them. But I read something recently, and it was a quote that really resonated with me, and it was that the pursuit of success can become a catalyst for failure. And what the author meant by that, I believe, is that the faster you grow, because this snowballed. I mean, this just grew faster than I knew what to do with. So I couldn't. I didn't have the foresight to plan ahead because I didn't anticipate it would grow so fast.

Right.

I didn't prepare to scale as we're learning through your amazing program. So that probably was the biggest surprise is then how do you try to get back in front of the snowball going down the hill to put all the pieces into place? And that was a challenge. And those are things that I'm learning now. But getting better clarity on knowing what you have to focus on. There are always going to be all these opportunities and really just identifying for us what those real specific key things are. Just a few. And putting all of our attention back into those things and letting all these other opportunities that keep coming our way. This is great, but this isn't in alignment with what we have to focus on now. So that was probably my biggest surprise. As far as knowing that the product and the message would resonate. That didn't surprise me. I think it just grew faster than I.

Just the whole business experience, the structure, the foundation and, you know, we talk a lot about how, you know, moving from entrepreneur to enterprise. And all of a sudden you. You do have so many roles. You have your team, you have your marketing, you have your systems, you have your sales piece. And I think that's where it really stretches you as an owner of a business. And then where you have to step back and go, okay, wait a minute now what's my role?

Right, right.

Where you almost have to reinvent yourself in your business.

Yeah, that's a really good point. And actually that's probably in essence what did surprise me is having. I was just the person whose life was so moved by having dogs in it. I loved working with the training and helping families integrate pets so that they could have lifelong relationships with them. But to see how. And then with dog is good to get the participate with my team on the creation of the concepts and the product line and sell it. Then to have employees. And all of a sudden, you know. Yes. There is just so many roles that began to evolve and knowing which one, which hat to put on at the proper time.

And what would you say was your biggest aha around that, as far as you know, what have you shifted?

Yes, I think. Well, my biggest epiphany and another surprise would be that as it grew so quickly and taking on all those different roles, how my own personal life would shift too, to really getting into that hustle where you're working all the time, and to a few years ago, through the help of one of my dogs, just taking a step Back and looking inward so that I could re evaluate how I was operating in the business. Did I answer that question? Yeah.

So what you're saying is you took a step back and you're working more on this.

Oh. And where it shifted is I think, getting back to proper leadership and really getting. Honing in on the values that I do have, which do stem from the anecdotal lessons that I have from dogs, that I've learned from dogs, and just stepping up the leadership again so that my. To empower my team, to set the clear expectations, to have the clear vision and the directive so that I'm not doing everything, but I am helping others move into their greatness within our brand and help work with me to propel the business forward.

So you really. It's letting go of the rain, which is hard to do when it's your baby.

Yes.

But really empower others to stand up.

Yes. That's what we're working on.

Yeah. So that's. That's awesome. And I'm sure a lot of you can relate. You know, you get into business because it's your passion. All of a sudden, it's like taking over your entire life. Now, I know that you. You also are a dog trainer.

Yes.

So what are some of the tips? I mean, there's so many, and I've been through the gamut because my bulldog Daisy is a bit of a. As my husband calls her, a PETA. And you can figure out that an acronym yourself.

Anyway.

Yeah. So what are some tips just every day for, you know, that you have found really help people in some challenges with their dogs.

Yeah. I think the first thing I do whenever I sit down with the family is have them share with me what they think is their perfect dog, the good dog, the behaviors that they want, what they deem as the quote, unquote, bad dog or the PETA dog, and what they might view as the smart dog. And as we lay out all those traits, I have them identify, well, which one is the real dog. So helping owners really understand that what they deem as the bad dog is this lovely creature that came to them with all these instinctive behaviors that is the dog. And so what they're setting out to do and what they're hiring me to help them with is to basically de dog their dog, in essence.

Yeah.

Because all those behaviors are incompatible. So helping the owners really understand. And when they step back, they go, oh, I didn't think about it like that. So understanding that, okay, the dog does come with behaviors. It's about again, just like in business, your leadership, how are you stepping up to lead this dog? Are you setting the clear expectations and providing rewards and reinforcements for the behaviors you do want?

Right.

And set and managing the environment so that the dog doesn't get to those things you just told me you don't want. And in essence, what does success look like to you? Because it's different for everybody. So that is the key thing that I try to emphasize right off the bat. Broader understanding at their level of what the dog is and showing them, getting them to understand how to manage their environment, have clarity on what their expectations are for their household and. And then hold them to the test that they are maintaining the leadership and providing the training and the reinforcement to set their dog up for success.

Right. Well, I think just like children that are really happier with boundaries, they try to push the boundaries. But the truth is, and I learned this being a mom, because it's so hard sometimes to set them. You feel like you're being so mean, but really it's what we need, you know, because you feel more loved that way and you feel safer.

Absolutely. And if you take that back to the dog community, a wolf pack, for example, there's always an Alpha in a pack, correct? Well, the Alpha is responsible for everything. It's for ensuring that the pack gets fed. It's for ensuring its safety. It's a stressful position to have. And the pack members are at ease knowing that the pack leader has it covered. So when the person can step up to quote, unquote, alpha or just being the leader, in essence providing the guidance and the expectations, the dog is much less stressed. They truly are. And it's incredibly easy to see how behaviors can be shaped just by preventing them from practicing what you don't want and rewarding all these things that you do want. And I find that that whole concept is so transferable in my parenting style. Like my next book, maybe not the next one, but one of my books is going to be. I raised my daughter like a dog. And in essence I did. I didn't crate trainer or anything like that, but. But I did employ a lot of the dog training methodologies that I used for dogs to help to shape her behavior. And not that she's perfect, but she did have expectations and guidelines and boundaries and was constantly reinforced for the things that we did want and for the things that we didn't like, like the whining and the attention seeking behavior. It was as though she was invisible. Just didn't pay attention to her. And she learned very quickly that those behaviors don't work for her. So it's. It's amazing how you can transfer to.

Parenting, to employees, to everything totally. And set them up for success too, you know, you know, the environments that don't work and yeah, definitely have some of those for our bulldog. So what, what keeps you motivated? You've got a lot on your plate. I know you. You're inspired. You have so many things that you're. That you're up to. And so what keeps you inspired, motivated to take your business to the next level?

My motivation stems from the desire to on a few levels. First and foremost is the desire to provide inspiration, not just through the products, but through some of my own personal messaging that I share in the book Living a life inspired by DOG and taking those anecdotal lessons. So those kinds of things really inspire me. I also like seeing how people are moved on an emotional level when they encounter my product. That definitely excites me and makes me realize how powerful these messages are for people. And then also, as we're building, DOG is good for me. It's also about doing something for the greater good. So being able to grow our philanthropic arm within the company so that we can make contributions outside of ourselves, that's inspiring and motivating for me too. And then just the sheer satisfaction on a personal level that, wow, I did take this from an idea and not by myself. I'm a firm believer in the people surrounding yourself with the right people, getting the right support and continuing education to grow where you need to grow. But those are the things that motivate me, is I don't. I refuse to be hundred years old one day and look back and feel any regret in anything. I need to feel that I've done this full out and made a difference along the way. That's what inspiration.

Well, you definitely have. You definitely do. And you've got this great book, Fur Covered Wisdom as well. And you know, Gila is working with me. And now, in another year in our Pinnacle Global network, which is our mastermind for business owners. Can you share just a moment of how being part of Pinnacle has impacted you?

Yes, I feel very strongly. Well, I'm going to show you my card. I mean, I have so many favorite messages, but this is another one. Never walk alone. It's not where you walk, it's who walks with you. And I believe in always learning. I love to learn, but not only just learning, because I'm inside the jar of my business and also my own personal life. To have the support of others who can help me see things from a different perspective. But more importantly, the amount of education that I'm receiving which I can then immediately put into action for our business really makes a big difference. And I just really feel very strongly that you can achieve a certain level of success to a certain point. And then there comes a place where having surrounding yourself with the people who can lift you up. And also within the group too, there's people that I can lift up as well. And that's rewarding too. So it's been, I was listening to our training call on the way down. It just, it's very, very helpful and it's stuff sometimes you might know from previous experiences or you may have done this, a certain focus, whether it's mindset or business building a year ago, let's say. But it's getting the repeat information. And you're right. I mean Alison, you're very heartfelt, very heart centered business and you feel that, really, really feel that. And I have a great bond with my coach who I totally love. And then the women, and now men too that are in the organization. It's just a, it's a, I just love it.

I really do. Well, we love having you and I brought you on the show because your business is incredible and you're out there inspiring so many people. So where can people find you and all this great stuff?

Okay, so you can go to dogisgood.com very easy. I highly recommend signing up for the newsletter because that's where you'll receive all the latest gifts or information on deals and specials. So I definitely want to encourage you to do that. And in addition to all the great items that we have for gifts, you can get the book as a great holiday item. This is a great stocking stuffer for your dog and yeah, dogisgood.com fantastic.

Well, we are all inspired. You got to go give your dog and everyone else you love a big hug. And for those of you that are members of our community, the CEO Success Network, we are going to be diving in now to our lightning round. So some of the secret behind the scenes stuff that our community members get to access. And if you want more information on that, go to alisonmaslin.com CEO where all the fun is happening. And you can also find us on Facebook, YouTube, you know, all the platforms were there. And so until next time time get out there and elevate yourself. You absolutely deserve it. Bye everybody. Join Alison Maslin, CEO Success Network online community, the CEO Success Network for connection, focus, motivation and solutions to your biggest business challenges. Get strategies, tools and inspiration to drive your business forward. Get access to insider interviews with business world influencers only for community members. Get the latest tips and strategies on revenue streams, marketing, sales, team building, time management systems and more. Enjoy monthly group hot seat calls with Alison Private weekly video success tips from top business leaders to members only. Access the CEO Success Network Facebook group where people are connecting and sharing and supporting one another's growth. Share resources, tips, strategies, networking with other business owners.

Allison is phenomenal. She's just a fearless leader who continuously gives us everything we ask for. We've gone from $2,000 months, $230,000 months.

I've learned so much through the past three years working with Alison and I just can't see myself like stopping. I think everybody needs to continue to have a mentor and to work, you know, side by side or, you know, constantly be accountable to somebody and take direction from somebody. And I, I don't see it ending.

You know, people always talk about they want to be part of seven figure companies. I'm now part of seven, eight and nine figure companies. I've been introduced to some of the largest corporations, Fortune 500 companies, and it's with Alison's help. She's kind of expanded my horizons and my capabilities and I think that's the most important thing. Where she expands, she makes, you know, what you can do and be successful.

Then.