This week we’re joined by Arlo Guthrie - publisher, community builder, and unapologetic critical thinker. From cake factories and cockpits to founding VetNurse.co.uk and VetSurgeon.org, Arlo explores how the profession communicates: the fragmentation of social media, AI’s confident mistakes, and practical rules for writing online with clarity and respect. We also dig into pricing, trust, and contextualised care, and how better communication can rebuild confidence in the profession.