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Pet Business Disruptors: Daily Summaries Delivered
by Clayton Payne
Giving an in-depth look into all aspects of the pet industry, Pet Business Disruptors tackles everything practical you need to know to succeed in the pet industry. Whether it's starting a pet business, finding a pet industry job, or selling to the world's largest pet businesses, the Pet Business Disruptors will explain how to do it and how they DID it. Aimed at everyone from entry-level to corporate CEOs within the industry, Clayton and his guests cover new trends, new products, and industry movements. Showing insights into what's happening in different markets and tackling common problems and challenges faced by pet industry professionals. Featuring industry myth busters and critiquing industry products and marketing (both positive and negative). This podcast shows the real truth behind the industry and how to approach it from a position of power.
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- Yesterday1h 20m
Reviving Heritage: The Evolution of Wilsons Pet Food with Craig Wallace
In this episode, Clayton sits down with Craig Wallace, Managing Director of Wilsons Pet Food, to explore the journey of reviving a historic Scottish pet food brand and navigating the modern pet nutrition landscape. Craig shares his transition from human food manufacturing into pet food, detailing how Wilsons evolved from traditional mixers and cold-pressed lines to dropping raw production entirely in favor of shelf-stable, fresh-cooked meals. KEY TAKEAWAYS Reviving a Legacy Brand: Wilsons of Dundee, historically one of Scotland's largest pet food companies, avoided closure and shifted from producing traditional 1980s-style mixers to making innovative fresh food. Strategic Pivot Away from Raw: Wilsons exited raw food production because of complex transit logistics, thawing waste, and legal restrictions against processing raw and cooked foods in the same facility, choosing instead to focus on shelf-stable fresh dinners. The Importance of Ingredient Transparency: General labeling terms (like "80% beef") often mask low-cost fillers or mechanically deboned meat (MDM), whereas explicitly listing specific cuts gives pet owners genuine quality assurance. Uncompromising Formulation: Partnering with an expert, independent nutritionist ensures recipes are created for optimal physiological benefit rather than formulated down to meet a restrictive cost target. Benefits of Dietary Variety: Feeding dogs a single, static diet continuously can increase the risk of digestive sensitivities, whereas rotating protein and fiber sources promotes a robust, resilient gut microbiome. BEST MOMENTS "The whole premise is that we just want to make really good pet food—the best that we can across the different areas." "If someone wants to copy your product, they're going to copy your product. So there's no point holding things back on the recipe, because then you just look shady to a consumer." "There is no secret sauce... Food is not complex in that way; the way you make food profitable is by your systems, your process, and how you treat people." "You have to be mental to start a factory... the problem with factories is they're expensive to run, and you need 24-hour-a-day manufacturing to actually be profitable." "We feed our dogs in a chronic manner... you're just more likely to have an issue with any form of chronic feeding than you are with a varied diet." Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
- 1 weeks ago1h 1m
From Bootstrapping to Regulation: Demystifying Pet CBD with Earth Buddy’s Sean Zyer
Clayton sits down with Sean Zyer, founder of Earth Buddy, to discuss the evolution of the pet wellness and hemp sectors. Drawing on his extensive background in pet food manufacturing and distribution, Zyer breaks down the journey of building a clean, science-backed pet CBD brand from a commercial kitchen to independent pet retailers across the United States. The conversation dives deep into the realities of manufacturing, the shifting distribution landscape, the science of full-spectrum versus CBD isolates, and the pressing legislative hurdles currently threatening the hemp market. KEY TAKEAWAYS The Origin of Earth Buddy Was Born from Personal Need: Sean entered the pet CBD space after seeking natural interventions for his own dog, who was experiencing neurological issues and severe appetite loss due to heavy anticonvulsant medications. Distribution Models Are Shifting Rapidly: While traditional distribution networks were historically vital for building brand scale in independent pet retail, high fees, shifting sales dynamics, and direct-to-consumer digital channels have pushed more emerging brands toward direct retailer relationships. CBD Brands Face Unique Operational Hurdles: Operating in the hemp and CBD space brings challenges beyond typical CPG manufacturing, including strict payment processing limitations, volatile banking relationships, and higher-risk liability insurance requirements. Full-Spectrum and Isolate Extracts Serve Different Purposes: While isolates offer cheap, concentrated doses of single molecules, full-spectrum extracts retain the complete plant matrix—requiring gentle, expensive extraction methods to preserve efficacy and safety profiles without harsh residual chemicals. Impending Federal and State Legislation Poses Industry Risks: Proposed limits capping THC at 0.4 mg per container threaten to eliminate genuine full-spectrum pet products from retail shelves, largely as an unintended consequence of regulatory crackdowns on synthetic retail cannabinoids like Delta-8. BEST MOMENTS "It's kind of like a breeding ground for a lot of these unique kind of concepts in terms of food and treats and supplements. So, I knew Colorado was a great place or incubator of new brands." "There's only like two industries that are like recession-proof or economical-proof... is pet, and fishing and hunting." "You could either be a marketing company... or you could be a manufacturer... but he's like, it's really hard to do both. And that was the biggest statement I took away when he said that, and I said, 'I'm too late. I've already been doing both.'" "I don't think there's that same level of reverence in the pet space... I think people can see gaps where they can push in." "We don't take that pharmaceutical drug approach and think... 'Oh, if they took this amount, that worked really well, what if I give them more?'... The idea is less is more, and we're trying to get the minimal effective dose to get the desired response without side effects." Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. HOST BIO Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
- 2 weeks ago1h 2m
Standing Out in a Crowded Pet Supplement Market with Big Paws Marketing
In this episode, Clayton sits down with Pamela Keniston, founder and CEO of Big Paws Marketing, to explore the rapidly evolving dynamics of the pet industry. They dive deep into the challenges pet supplement brands face regarding FTC/FDA compliance and label claims, the realities of high-cost clinical studies, and why standing out in a flooded market requires more than generic branding. KEY TAKEAWAYS Compliance and Label Claims Carry Real Risk: Supplement and pet food brands frequently push boundary lines with exaggerated health claims, risking regulatory enforcement from the FDA and FTC or costly lawsuits. Pet Tech is in Its "Flip Phone Era": While high-tech pet gadgets like GPS collars and automated litter boxes are growing, high costs, battery limitations, and bulky designs mean the sector has not yet achieved mass everyday adoption. Marketing Must Go Beyond Generic Clichés: With countless brands claiming "made in USA," "no fillers," and "great taste," companies must establish true product differentiators or lean into tight niche messaging to build a defensive moat. UGC Outperforms Traditional Influencers: User-Generated Content (UGC) from everyday pet owners often provides more authentic, cost-effective, and versatile marketing assets with full usage rights compared to high-cost macro-influencers. The Cultural Shift Toward Pets as Family: Legislative bans on pet rent and a surge in fresh or pre-mix home diets reflect a growing societal move toward viewing pets as true family members rather than mere commodities. BEST MOMENTS "If you can't come up with some sort of feature or tagline that three other brands couldn't also put on their label, then what really is your differentiator? What's your moat?" "The supplement category is in real danger of becoming almost like an enormous 'don't touch it' bag because there are so many people coming into it with substandard products, ineffective products, and bad claims." "I think we're at the flip phone era of pet tech... It's developed to where we're not quite there yet." "The problem with the pet industry is it's 90% marketing, 10% product. It always has been." "Influencer marketing is PR. If you want to do influencer marketing, let me make sure the expectation is set that you're not going to provide an influencer with a product and then expect they're going to sell X number of units because of that video." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
- 3 weeks ago1h 16m
The Wild West of Pet Supplements: What Owners Need to Know
In this episode of "Pet Business Disruptors," host Clayton interviews Cat Henstridge, widely known as "Cat the Vet," a UK-based small animal veterinarian and vocal advocate for evidence-based medicine. They tackle the rapid spread of online misinformation, the extreme polarization of pet diets, and the lack of regulation in the pet supplement market. Key Takeaways Reclaiming "Holistic" Care: Cat argues that conventional vets inherently practice holistic medicine because they evaluate and treat the entire animal. She strongly opposes how alternative medicine advocates have co-opted the term to push treatments that lack scientific backing. Combating Online Misinformation: The loudest voices in the online pet space are often the least educated. Cat attributes this to the Dunning-Kruger effect, noting that these loud, unverified opinions actively push consumers away from safe, effective veterinary treatments. Strict Rules on Homeopathy: The Royal College of Veterinary Surgeons (RCVS) regulates the UK veterinary profession. Cat highlights a rule introduced around 2017 that prevents UK vets from prescribing homeopathy without also providing conventional medicine to ensure the animal's welfare. Navigating Pet Food Polarization: The debate around pet diets is highly toxic and often driven by aggressive, misleading marketing rather than science. Cat advocates for feeding balanced diets, noting that she has no issue with traditional kibble and has sold more dry food than fresh food in her career. The Wild West of Supplements: The pet supplement market is poorly regulated and saturated with unsubstantiated claims. Cat stresses that veterinarians cannot easily verify the efficacy of many over-the-counter supplements, advising owners to rely only on trusted, science-backed brands that can prove their clinical value. Best Moments "Holistic means whole. It doesn't mean alternative, it means whole." "The loudest voices are quite frankly the least educated because as per the Dunning-Kruger effect... they don't know what they don't know." "I do not agree with anyone who dispenses homeopathics as a one and only solution." Guest Bio Cat Henstridge is a first-opinion small animal vet working in the UK, where she recently opened an independent clinic alongside her husband. Under her online moniker "Cat the Vet," she has built a substantial platform dedicated to animal welfare, correcting industry misinformation, and providing a grounded, science-based perspective for everyday pet owners. Follow Cat on linkedin - https://www.linkedin.com/in/cat-henstridge-a5a3a434/ HOST BIO Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media https://disruptivemedia.co.uk/
- 4 weeks ago43 min
Margins, Retailers, and Habitual Buying: Unlocking Growth with Ben Penrose
In this episode of "Pet Business Disruptors," host Clayton speaks with Ben Penrose, the founder of STRIQE and an expert in high-level sales and distribution strategy. Ben breaks down the often-misunderstood "theory of selling," moving past generic advice to reveal exactly how independent pet businesses can scale, secure distribution, and maximize the lifetime value of their customers. KEY TAKEAWAYS The Theory of Selling: Success in the pet industry requires more than just a great product; it demands a deep understanding of sales mechanics. Ben emphasizes that many founders fail because they do not grasp how to effectively price, position, and pitch their products to both retailers and end consumers. The "SMILE P" Framework: Ben introduces his six-step "growth compass" for scaling a business: Selling price, More margin, Increased penetration, Loyalty, and Experience. This framework helps founders systematically analyze and improve every aspect of their sales process. Creating Mutual Value: Stop just asking for higher prices. To successfully negotiate with retailers, brands must provide tangible value in return—whether through growth initiatives, marketing support, or localized advertising campaigns. Building Genuine Loyalty: True customer loyalty is a built habit, not a given. Ben discusses practical strategies for fostering habitual purchasing, such as incentivizing multi-buys, creating subscription models, and offering functional products that require consistent, daily use (like bedtime treats or supplements). BEST MOMENTS "As much as we all don't like to admit it, I think sales is 90% of the game when it comes to any business." "You can have a great product, great ethics, right price point, but you can't sell, you don't understand the mechanisms of selling... your whole business will live and die by that metric." "The more uncertain I am whether or not that product will fit my needs, the lower the price I am going to pay for it." "If you're looking to create a brand, you're never going to beat the white labeling aspect of any kind of pet retailer. Your only option... is to be a multi-channel brand." HOST BIO Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptorshttps://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
- Aug 30, 202655 min
Navigating the Complexities of Exiting a Pet Business: Insights from Kaz Kelly
In this episode of "Pet Business Disruptors," host Clayton speaks with Kaz Kelly, an experienced entrepreneur in the pet industry with a rich background as a detector dog handler and RSPCA investigator. Kaz shares her journey of founding a successful doggy daycare business in Brisbane, Australia, and the lessons learned during her exit process. They discuss the importance of preparing a business for sale, the emotional challenges of transitioning ownership, and the common pitfalls that many business owners face when selling. KEY TAKEAWAYS Importance of Preparation for Exit: Many business owners, especially in the pet industry, are unprepared for the exit process. It's crucial to set up a business with the intention to sell, including having proper documentation and systems in place well before considering a sale. Value of Support During Sale: Having an advocate or consultant during the sale process can significantly ease the emotional burden and help navigate negotiations. Many owners feel isolated and pressured, which can lead to poor decision-making. Understanding Business Valuation: Business owners often have unrealistic expectations about their business's worth. It's essential to understand the factors that contribute to valuation, such as profitability, scalability, and the ability to operate independently of the owner. BEST MOMENTS "I think we have massive education gaps about what the end, so to speak, should look like." "I felt very pressured by my broker to negotiate basically at the 12th hour over a significant amount of money." "It's not in a business plan. Most coaches and mentors aren't talking about it." HOST BIO Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
- Aug 24, 202652 min
Beyond the Dog & Cat Monopoly: Disrupting Small Pet Nutrition with Claire Hamblion-Jennings
Clayton sits down with Claire Hamblion-Jennings, Marketing Director at Supreme Petfoods, to explore the evolution and business dynamics of the small animal sector. Claire breaks down Supreme’s journey from pioneering species-specific brands like Gerty Guinea Pig and Russell Rabbit to establishing the premium Science Selective line and the mass-market Tiny Friends Farm umbrella. The discussion examines the shift away from traditional muesli blends toward high-fibre, mono-component extruded nuggets, the challenges of cracking the US market, and how direct-to-consumer digital channels and veterinary education are reshaping small pet care worldwide KEY TAKEAWAYS The Power of Umbrella Branding: Transitioning individual legacy characters into an umbrella brand like Tiny Friends Farm enabled multi-species household loyalty and streamlined portfolio expansion across diverse retail channels. Mono-Component Nutrition Over Muesli: The small pet food industry has largely shifted toward extruded nuggets to prevent selective feeding and protect sensitive gastrointestinal and dental health. Hay Remains the Fundamental Anchor: Regardless of commercial diets, free access to quality fresh hay must comprise the vast majority of a rabbit or guinea pig’s daily intake. Channel Strategy Protects Specialist Retailers: Supreme intentionally keeps its expert-driven Science Selective range exclusive to specialist pet shops to support independent retailers, while offering Tiny Friends Farm across mass and grocery channels. Education Bridges the Veterinary Knowledge Gap: Because general practice vets receive limited formal training on small mammals, brands must invest heavily in veterinary CPD and consumer nutritional tools to elevate overall animal welfare. BEST MOMENTS "You’ve got to be completely bonkers to go into being a small pet food business... dog and cat food has got much more ownership than there is small pet ownership, so it’s quite a specialist niche to be in." "Rabbits are concentrate selectors and they're hard-wired to go and eat the tastiest, sweetest ingredients available... in nature they have that seasonal balance, but pet rabbits will just eat whatever they're given." "The 4 Ps of marketing—price, product, place, promotion—those four Ps are still essential... If it's all 'buy this deal on a Facebook ad today', you're just going to get spikes and troughs and you're never long-term going to build your brand." "Our direct mail piece is sitting on the shelf—it's our pack. Having a really well-branded, strong visual pack with great brand story information... that's the most important thing we can do as a brand." "If you put a rabbit in front of them, you might as well have put a chicken in front of them because they literally have done so little educational time looking at rabbits and guinea pigs." Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. HOST BIO Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
- Aug 16, 202643 min
Swiping Right on Rescue Pets: Inside the Only Rescues App with Tara
In this episode, Clayton sits down with Tara, the creator of Only Rescues, a mobile app often described as "Tinder for rescue pets." Inspired by the sudden loss of her beloved rescue dog, Max, Tara channeled her grief into building a user-friendly platform that connects over 200 UK animal shelters with prospective pet parents. KEY TAKEAWAYS Lifestyle Pre-Matching Saves Time: Only Rescues pre-filters pet matches based on user-submitted lifestyle criteria, reducing application rejections and eliminating administrative overload for shelters. Leveling the Playing Field for Small Rescues: While major national charities receive significant visibility, Only Rescues gives smaller, independent UK shelters a free, modern digital platform to showcase their animals. Born From Personal Loss: The app's creation was sparked by the sudden loss of Tara’s rescue dog, Max, in 2022, turning deep grief into a mission-driven tech initiative. Shifting Rescue Trends: Rescues have transitioned from managing the post-pandemic dog surrender spike to dealing with a new surge of surrenders driven primarily by the cost-of-living crisis. A Free, Sponsorship-Backed Model: The platform remains completely free for both rescues and adopters, sustained through brand partnerships, sponsorships, and merchant initiatives. BEST MOMENTS "The best way to probably describe it is that it works a little bit like Tinder for rescue pets." "All that I could think about was the grief and not having Max anymore... I became really unreasonable in that time. I wouldn't have a conversation about anything at all that wasn't, 'How can we help rescue dogs and cats?'" "When we do the kind of pre-matching, that cuts out a lot of that noise... You're only going to fall in love with pets that you're suitable for in the first place." "Instead of looking for a financial return, they're looking to support our cause and what we do... What they want to do is help get more rescue dogs and cats into homes." "Shelter staff... are absolute heroes. They get up every day and they see the worst of the worst... and they never stop and say, 'Oh, we're doing a really great job.' All they ever do is say, 'There's more to do.'" Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. HOST BIO Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media .https://disruptivemedia.co.uk/
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About Pet Business Disruptors
Giving an in-depth look into all aspects of the pet industry, Pet Business Disruptors tackles everything practical you need to know to succeed in the pet industry. Whether it's starting a pet business, finding a pet industry job, or selling to the world's largest pet businesses, the Pet Business Disruptors will explain how to do it and how they DID it. Aimed at everyone from entry-level to corporate CEOs within the industry, Clayton and his guests cover new trends, new products, and industry movements. Showing insights into what's happening in different markets and tackling common problems and challenges faced by pet industry professionals. Featuring industry myth busters and critiquing industry products and marketing (both positive and negative). This podcast shows the real truth behind the industry and how to approach it from a position of power.
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