• Mikaela Vargas

Empowered Petpreneur Series - How To Find & Leverage Your Big Why - Working With Dog

Updated: Oct 30

Welcome to the 11th blog post of many where I go into each and every interview from the 2019 Empowered Petpreneur Interview Series, where I chatted with pet industry experts and business owners all about how to feel at ease while confidently running and growing a successful pet business.


For those of you who missed the series, I still wanted to share with you a snippet from the interview, some of the important takeaways I learned from each interview, and some other things you can learn by watching the rest of the interview!


This blog post will go into Nic’s interview on how to find and leverage your big why, so you can build the pet business of your dreams.



This post is part of Pet Marketing Unleashed’s Blog Series on The Empowered Petpreneur Interview Series. Click here to access the full interview series. 


Interview 11 - J. Nichole Smith from Working With Dog On...

Finding & Leveraging Your Big Why



Nic is total ‘madness’. Her marketing strategy brain is about big ideas, powerful connections, clever sales psychology, and branding. She’s one of the pet industry’s best creative directors, graphic designers, and commercial photographers. She loves digging deep into the psychology of human happiness and the complex ways entrepreneurs can access peak performance through mindset.


She believes there is no point in building a successful business if it eats up your life, so she advocates keeping an eye on freedom and fulfillment while building a brand that matters (instead of just a busy business). Nic is an artist at heart and feels alive in the messy, chaos of the creative process.



Watch this two-minute snippet on how to make marketing your pet business easy:


The Major Takeaways


1. Purpose is EVERYTHING


It’s about finding a way to connect with people who believe what you do. From there, you surround yourself with people who inspire you and lift you up to live out the business of your dreams. You can do that by starting to live your purpose through your business.



2. Your Why Should Be Everywhere in Your Business


Nic doesn’t recommend just stating what you do logically, necessarily. For example, don’t just say “I’m a dog walker.” You want to open up the conversation. It can turn people off or on to know if they should be working with you, but regardless, the people who do choose to work with you will 100% resonate and be better clients for you anyway.



3. It’s Worth The Risk To Turn Some People Away


It’s not in you or your business’s best interest to just walk down the middle and appeal to everyone because you’re not being YOU or showing your why. More importantly, you’re also not truly SPEAKING to anyone and therefore are losing out on working with people you LOVE. This works to help you grow your business but also to find more passion and happiness, which is why you’re reading this, right?



The rest of this interview goes into:

  • How to take your passion or your ‘why’ and it turn it into your business

  • How to communicate your why in order to get more business and attract to the RIGHT people you want to work with and speak to.

  • How to even find your why in the first place!

  • Nic also shared her worksheet on how to craft your brand statement.



If you want to watch the rest of this interview AND the other 19 (PLUS get access to other exclusive offers by our experts and me), head here.



Follow Nic on Facebook here. And, hey, while you're there, follow me, too - I’d love to connect!


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