Show Notes
DESCRIPTION
Running a dog business is about so much more than training dogs - it’s about working with people who are busy, overwhelmed, and often unsure of where to start. Today, Jo & Vicky are joined by clinical animal behaviourist Lisa Sinnott, who specialises in reactivity, aggression, and, crucially, helping humans change alongside their dogs.
Lisa shares how to move beyond 15-page reports, cut the jargon, and make your training plans genuinely doable for real-life clients. You’ll hear how to simplify the way you communicate, use motivational interviewing to build true buy-in, and support owners in a way that fits their actual lives—not the ideal ones in your head.
KEY TAKEAWAYS
You can’t change dogs without changing humans first.
Your job isn’t to brain-dump everything you know; it’s to give the right amount of information at the right time in the right format for that person.
The more you understand people’s limits, motivations, and real lives, the more your training actually sticks.
Break behaviour change into one priority at a time and accept “good enough” progress.
Co-create the plan with owners. Ask them what’s realistic, check how willing and confident they feel, and shape the steps around their actual life and their dog´s needs.
Clients don’t fail because they don’t care; they fail because the plan doesn’t fit their life. Design for time-poor, overwhelmed humans, not fantasy clients.
Jargon and labels can trigger shame, defensiveness, or confusion. Plain language, concrete behaviour descriptions, and good analogies build understanding and trust.
Simple tools e.g. traffic light logs, WhatsApp check-ins, and one clear “start here” box in a report makes progress visible and keeps clients motivated even on bad days.
When clients feel safe, respected, and not judged, they’ll tell you the truth. Honesty leads to change in both human and dog behaviour.
BEST MOMENTS
“Start off with the biggest priority, then, gradually snowballing and doing other things from there is the way to go.”
“If change is motivated by discomfort, it doesn't stick, whereas change can be fostered by empathy and understanding and seeing things from different people's perspectives.”
“It's our responsibility to meet people where they are and then bring them up to our knowledge.”
“If they make you feel rubbish or defensive you won't listen well. I don´t listen well to people that make me feel like crap.”
“Roll with the resistance.”
EPISODE RESOURCES
https://www.stpawstrainingacademy.co.uk
https://www.facebook.com/people/St-Paws-Training-Academy
https://www.tiktok.com/@stpawstraining
SOCIALS AND IMPORTANT LINKS
https://www.tiktok.com/@letstalkdogbusiness
https://www.youtube.com/@LetsTalkDogBusiness
www.caninebusinessacademy.com
https://www.facebook.com/groups/caninebusinessacademycommunity
Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705
Email: [email protected]
ABOUT THE HOSTS
We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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