Are You Ready to Get Uncomfortable in Your Pet Business?

“DISCOMFORT ZONE,” THIS ISSUE’S Big Story (p. 32), examines the many ways in which internal obstacles keep us from doing what we should in business ­— and why we struggle to overcome them and effect change. Spoiler alert: It’s because, as Group Managing Editor Chris Burslem writes, “Change usually involves doing something difficult, scary or that just feels disagreeable.”

Per usual, we asked members of the PETS+ Brain Squad, our reader survey group of 1,700-plus independent pet retailers and service providers, to contribute their insights and advice on the topic. We also asked them to share one smart but hard and uncomfortable task that they will commit to doing in 2025. Thank you to the courageous pet pros who accepted our challenge!

With that in mind, it only seems fair that I ask the same of myself, to commit to such an action in my role as editor-in-chief of PETS+.

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Dogs are my main area of expertise, both professionally and personally. My previous role was as senior editor of Dogster, and I’ve only had pups as pets. Since joining the PETS+ team, I’ve learned much more about cats and their product and care needs, thanks to our amazing readers and brand partners, but not as much as I’d like in those areas about other types of pets.

Why? Because it’s scary and triggers in me the imposter syndrome many of you also said surfaces despite your many successes in the industry.

Thankfully, Burslem also shares 14 tips for moving beyond the Discomfort Zone, and I’m using No. 2, “Make a declaration,” here to get started: At Global Pet Expo in March, we will do video interviews with brands exhibiting the latest and greatest products for scaly, feathered and small furried pets. Be my accountability partner by signing up for our ebulletin at petsplusmag.com/bulletins. We’ll deliver the proof to your inbox every day of the show.