Choose People Love Pets: The Veterinary Culture Podcast

In this first episode of 2026, Dr. Brianna Armstrong sits down with Dr. Natalie Marks for a deeply honest conversation about identity, alignment, and intentional living. While Dr. Marks is widely known for her extraordinary career — spanning clinical practice, hospital ownership, national media, Fear Free leadership, and her current role as CEO of the Veterinary Angel Network — this episode goes beyond accomplishments and into the inner work behind them. 

Together, Brianna and Natalie explore what it means to build a life that actually feels good, how to recognize when you’ve outgrown old versions of yourself, and why vulnerability, boundaries, and asking for help are essential leadership skills. This episode is an invitation to reflect, let go of what no longer serves you, and choose the “intentional yes” — in your career, relationships, and life. 

If you’re feeling successful on paper but misaligned inside, this conversation is for you. 

🧠 What We Talk About 

• Finding your “why” and building a life around it 

• Letting go of roles, identities, and expectations that no longer fit 

• Why success without alignment leads to burnout 

• Vulnerability as a leadership strength, not a weakness 

• Learning how — and when — to ask for help 

• Building real friendships and meaningful connection 

• Creating boundaries that protect your energy and values 

• Choosing the intentional yes instead of living by default 

🎧 Why This Episode Matters 

This conversation sets the tone for 2026: 
Less hustle. 
More intention. 
More honesty. 
More joy. 

It’s about choosing people, choosing yourself, and choosing a life that aligns with who you are becoming — not who you used to be. 
 

📣 Share This Episode 

If this episode resonated with you and someone came to mind while listening, consider sharing it with them. Sometimes the most meaningful conversations are the ones we pass along. 

👩‍⚕️ About Dr. Natalie Marks 

Dr. Natalie Marks is one of the most accomplished veterinarians in the profession. She is a former hospital owner, nationally recognized award recipient, international media contributor, Fear Free leader, and CEO of the Veterinary Angel Network (VANE). Through her work, she continues to shape the future of veterinary medicine by supporting innovation, leadership, and intentional career paths. 

Dr. Marks Linkedin https://www.linkedin.com/in/natalie-marks-schneiderman-dvm-cvj-ccfp-elite-ffcp-v-54b0429a/ VANE https://vane.vet

MI:RNA https://mirna-diagnostics.com/en

🔔 Stay Connected 

If you enjoyed this episode, follow or subscribe to Choose People Love Pets so you don’t miss future conversations focused on people-first leadership, culture, and building careers — and lives — that truly matter. 

Follow for more:  

FB: ⁠https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d⁠  

IG: ⁠https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr⁠  

LI: ⁠https://www.linkedin.com/company/choose-people-love-pets/⁠  

In this conversation, Brianna and Phoebe discuss the challenges of asking for help in the veterinary field, emphasizing the importance of creating a culture of support and psychological safety. They explore the reasons behind the hesitation to seek assistance, such as fear of burdening others and past negative experiences. The discussion includes practical strategies for encouraging help-seeking behavior, recognizing signs of overwhelm, and the role of leadership in fostering a supportive environment. The conversation concludes with a focus on the benefits of collaboration and the need to normalize asking for help to combat burnout and improve patient care. 

Takeaways 

• Asking for help is essential for mental health. 
• Hesitation to ask for help often leads to burnout. 
• Creating a culture of support is crucial in veterinary practices. 
• Leaders should model help-seeking behavior. 
• Recognizing signs of overwhelm can prevent burnout. 
• Normalizing asking for help improves team dynamics. 
• Collaboration enhances patient care and team morale. 
• Past experiences can hinder help-seeking behavior. 
• Practical strategies can encourage team members to ask for help. 
• Leadership plays a vital role in fostering a supportive environment. 

Follow for more:  

FB: ⁠https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d⁠  

IG: ⁠https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr⁠  

LI: ⁠https://www.linkedin.com/company/choose-people-love-pets/⁠  

In this conversation, Suzanne Thomas shares her unconventional journey from retail management to becoming a leader and advocate in veterinary medicine. She discusses the importance of building trust within teams, empowering technicians, and the challenges faced in veterinary leadership. Suzanne emphasizes the need for effective communication, continuous learning, and the significance of advocacy for the veterinary profession. Her experiences highlight the critical role of leadership in creating high-performing teams and addressing issues like burnout and underutilization of technicians. In this conversation, Brianna Armstrong and Suzanne Thomas discuss the critical aspects of leadership within veterinary teams, emphasizing the importance of trust, psychological safety, and effective communication. They explore how enhancing team productivity can lead to increased revenue and the necessity of creating a supportive work environment. The dialogue also touches on the dynamics between corporate and private practices, the value of recognizing team members, and the need for a cultural shift in veterinary medicine to improve retention and job satisfaction. 

Suzanne's Linkedin: https://www.linkedin.com/in/suzannethomaslvt/ 

Susanne's Book: From Competent to Capable: Redefining Success Through Technician Utilization and Team Empowerment (To purchase: https://a.co/d/eW8V9y8 ) 

Leading Veterinary Teams: https://www.lvt.vet/ 

Book recommendation: The Five Dysfunctions Of A Team by Patrick Lencioni 

Follow for more:  

FB: ⁠https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d⁠  

IG: ⁠https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr⁠  

LI: ⁠https://www.linkedin.com/company/choose-people-love-pets/⁠  

What does it really take to build a high-growth, high-culture veterinary hospital in a post-COVID world?

While most practices have been navigating a slowdown in visit volume, difficulty hiring veterinarians, rising labor costs, and increasing barriers to access-to-care, Dr. Alex Robb has done the opposite.

Goodheart Cherry Creek went from a brand-new practice to more than $6.8 million in revenue by year four — all during a time when many hospitals were reporting reduced demand and shrinking margins.

In today’s episode, we dig into the operational discipline, leadership mindset, and people-first philosophy that fueled rapid, sustainable growth despite the industry-wide headwinds. This isn’t theory — it’s a blueprint for anyone opening a hospital or scaling one in a challenging market.

🎙️ About the Guest 

Dr. Alex Robb is the Founding Veterinarian and Medical Director of Goodheart Cherry Creek (Denver, CO), part of the Goodheart Animal Health Group. Known for his people-first leadership style, operational clarity, and commitment to culture, Alex has built one of the fastest-growing hospitals in the region. 

🔥 In This Episode We Cover:

🏥 Building a Fast-Growing Practice From the Ground Up 

• How Goodheart Cherry Creek hit $2M in year one, $4M in year two, and is now projected to close year four at $6.8M 

• Why visibility, brand recognition, and market awareness matter more than people think 

• What Alex learned launching in Denver — a competitive, fast-growing, urban market 

👥 Hiring Ahead of Demand 

• Why hiring “too early” is actually the key to growing fast 

• Understanding support staff labor cost as an investment, not a liability 

• How to choose the right people early in the journey — team members who can grow with the practice 

• The values and “deal breakers” Alex looks for in every hire and every partnership 

🌱 Culture as a Growth Strategy 

• The virtuous cycle: how happy teams → happy clients → exponential growth 

• Why operational clarity, organization, and emotional consistency matter in the lobby as much as in treatment 

• Creating an environment where team members feel like it’s their practice too 

• Building resilience and positivity into the day-to-day workflow 

🗣️ Communication + Psychological Safety 

• How Alex creates a culture where the team can give “hard feedback” safely 

• Why great organizations don’t avoid problems — they address them openly 

• How to lead through disagreement in a way that builds trust instead of breaking it 

• The importance of being able to challenge each other respectfully (partners, leaders, team) 

📉 Avoiding the Complacency Trap 

• Why strong revenue can blind leaders to weak spots 

• The mindset that keeps a hospital improving long after the initial growth curve 

• Staying curious, hungry, and humble even when everything looks “successful” from the outside 

📈 What Practice Owners Can Apply Today 

• How to analyze your local market (visibility, competition, demographics) 

• When to invest in labor and when to optimize labor 

• Grounding growth strategies in simple, human principles 

• The importance of being obsessed — in a healthy way — with making things better 

Dr. Alex Robb Linkedin: https://www.linkedin.com/in/alex-robb/ 

Dr. Robb's Goodheart Hospital: https://goodheartcherrycreek.com/ 

Follow for more:   

FB: ⁠⁠https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d⁠⁠   

IG: ⁠⁠https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr⁠⁠   

LI: ⁠⁠https://www.linkedin.com/company/choose-people-love-pets/⁠⁠   

In this episode, Dr. Brianna Armstrong and Phoebe cut to the heart of one of the most pivotal decisions in veterinary leadership: who you hire. From “nice enough” candidates to glaring red flags during working interviews, this conversation dives into the standards, instincts, and cultural expectations that shape high-performing hospitals.

Dr. Armstrong shares real stories from the hiring trenches—showing up to interviews in yoga pants, checking phones during working interviews, and team members wanting to hire someone who was simply “nice enough.” These moments reveal a deeper truth: your team deserves more, your clients expect more, and your culture depends on more.

This episode challenges leaders to raise the bar, trust their instincts, and protect the culture they’re building—because hiring isn’t just filling a role. It’s choosing the future of your hospital.

Key Takeaways

• “Nice enough” is not the standard. Hiring should feel like a hell yes, not a shrug.

• Professionalism matters. How a candidate shows up tells you exactly how they’ll show up for clients.

• Red flags in interviews don’t improve on the job. Trust what you see.

• Client experience begins with your team. Veterinary medicine is a customer-service-first industry.

• Hiring is culture protection. Every yes or no shapes morale, performance, and client trust.

• Leadership requires decisiveness. Trust your gut—and don’t apologize for having high expectations.

Follow for more:  

FB: ⁠https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d⁠  

IG: ⁠https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr⁠  

LI: ⁠https://www.linkedin.com/company/choose-people-love-pets/⁠  

In this episode, Dr. Brianna Armstrong sits down with Dr. Stacee Santi Longfellow — veterinarian, entrepreneur, and author of Stop Acting Like a Girl. Stacee’s book challenges women (and anyone who’s ever struggled to advocate for themselves) to unlearn the habits of people-pleasing, perfectionism, and playing small — and to start asking for what they really deserve. 

Together, they explore the pivotal moments that shaped Stacee’s leadership journey — from running her own veterinary hospital to founding and successfully exiting her tech company, Vet2Pet. The conversation dives deep into what it takes to build confidence, lead with compassion, and create psychologically safe workplaces where people can truly thrive. 

Buy Dr. Santi's book: https://www.amazon.com/dp/B0DMKNQQTQ 

In this episode: 

• The story that inspired her book Stop Acting Like a Girl 

• How to advocate for yourself and ask for what you deserve 

• The power of pause in negotiation and communication 

• Balancing empathy and accountability as a leader 

• Creating a workplace culture rooted in psychological safety 

• Why being “too much” might actually be your greatest strength 

Quote worth Repeating:  

“You can’t be afraid to ask for what you want. Maybe you are a little too much — and maybe that’s exactly what the world needs.” — Dr. Stacee Santi Longfellow 

Mentioned in this episode: 

• Stop Acting Like a Girl by Dr. Stacee Santi Longfellow 

• Radical Candor podcast by Kim Scott 

• The Midnight Library by Matt Haig 

• Thinking in Bets by Annie Duke 

Find Stacee:  

LinkedIn: https://www.linkedin.com/in/stacee-santi/ 

Instagram: https://www.instagram.com/everydaywonderwomenpodcast/ 
Amazon "Stop Acting Like a Girl": https://www.amazon.com/dp/B0DMKNQQTQ 

Follow CPLP for more: 

FB: https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d 

IG: https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr 

LI: https://www.linkedin.com/company/choose-people-love-pets/ 

From cleaning kennels to owning thriving practices, from corporate buyouts to a doctoral dissertation on burnout — Dr. Gershon “Dr. G” Alaluf has lived nearly every chapter veterinary medicine has to offer. In this honest, unfiltered conversation, Dr. G opens up about what he’s learned from three decades in practice and why he believes the future of the profession depends on who we let in — and how we lead once they’re here.

He and Dr. Armstrong talk about:

• Why selling to corporate was the biggest regret of his career

• How profit-sharing, mentorship, and trust transformed his hospital culture

• The roots of burnout and why emotional intelligence may matter more than GPA

• Why “work-life balance” misses the point — and what veterinarians actually need

• How transformational leadership can rebuild the heart of vet med

• What needs to change in vet school admissions and education

• The “irreplaceable truths” about connection, culture, and fulfillment in practice

This episode is part reflection, part call to action — and a reminder that veterinary medicine can (and must) evolve to protect the people who make it possible.

Listen if you:
🐾 Lead a team or aspire to
🐾 Are questioning burnout
🐾 Believe culture and leadership can change the future of vet med

Links:

Dr. G Linkedin -

Dr. G's Burn out/Culture Survey - https://pepperdine.qualtrics.com/jfe/form/SV_8AGfyy9T47JG4dM

Follow for more: 

FB: https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d 

IG: https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr 

LI: https://www.linkedin.com/company/choose-people-love-pets/ 

From starting as a veterinary assistant with no experience to becoming Director of Operations at Hound and helping launch Home Love, Christian Coleman proves there’s no ceiling for veterinary technicians. His journey is a story of taking leaps of faith, finding mentors, leading with curiosity, and learning to give yourself grace along the way.

In this episode, Dr. Brianna Armstrong and Christian talk about the realities of leadership, imposter syndrome, career growth, and the power of curiosity in building strong teams. If you’ve ever wondered what’s possible for your career beyond the floor, Christian’s story will inspire you to take that next step.

“Leadership isn’t a title — it’s how you show up for people.” — Christian Coleman
“Give yourself grace. You’re going to make mistakes, but that’s part of leading.” — Brianna Armstrong
“You don’t have to be in a leadership position to make a difference.” — Christian Coleman

Practice Interview Questions:

• What drives you in vet med?
• Why and what are you looking for in your new role?
• Can you provide me with an example of how you handled a difficult (client) situation? How did you turn it around?
• How do you contribute to a positive work culture?
• What would you do if you noticed a coworker making a mistake in patient care?
• Describe a time you had to adapt quickly to an unexpected situation at work.
• How would you describe a good leader/mentor?
• Have you ever had a leadership or mentorship experience? How do you stand out as a leader? 
• What’s your leadership style?
• What’s your strategy for handling constructive criticism?

Chrisitan's Linkedin: https://www.linkedin.com/in/christian-coleman-703735203/

Homelove: www.homelove.com 

Hound: www.hound.vet

Follow for more: 

FB: https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d 

IG: https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr 

LI: https://www.linkedin.com/company/choose-people-love-pets/ 

💬 Memorable Quotes:

From starting as a veterinary assistant with no experience to becoming Director of Operations at Hound and helping launch Home Love, Christian Coleman proves there's no ceiling for veterinary technicians. His journey is a story of taking leaps of faith, finding mentors, leading with curiosity, and learning to give yourself grace along the way.

In this episode, Dr. Brianna Armstrong and Christian talk about the realities of leadership, imposter syndrome, career growth, and the power of curiosity in building strong teams. If you've ever wondered what's possible for your career beyond the floor, Christian's story will inspire you to take that next step.

"Leadership isn't a title — it's how you show up for people." — Christian Coleman "Give yourself grace. You're going to make mistakes, but that's part of leading." — Brianna Armstrong "You don't have to be in a leadership position to make a difference." — Christian Coleman

Chrisitan's Linkedin: https://www.linkedin.com/in/christian-coleman-703735203/

Homelove: www.homelove.com 

Hound: www.hound.vet

Follow for more: 

FB: https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d 

IG: https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr 

LI: https://www.linkedin.com/company/choose-people-love-pets/ 

In this conversation, Dr. Ivan Zak shares his remarkable journey from veterinary school to becoming an entrepreneur in the veterinary field. He discusses the challenges he faced while building a diagnostic lab in Russia, the importance of partnerships, and the significant issue of burnout in the veterinary profession. Ivan emphasizes the need for setting goals to maintain career satisfaction and shares insights from his research on burnout among veterinarians and technicians. He advocates for creating supportive environments to help professionals thrive in their careers. In this engaging conversation, Drs. Ivan Zak and Brianna Armstrong explore the concept of flow state, the importance of setting goals and having a purpose, and the challenges of entrepreneurship. They discuss the role of leadership in shaping organizational culture and preventing burnout, as well as the innovative approach of Galaxy Vets towards employee ownership. The discussion emphasizes the need for transparency, understanding financials, and creating a supportive environment to foster a positive workplace culture in the veterinary profession.

Serenity Vet Study: The survey is now closed, and we are currently analyzing the data, but here is the page where people can sign up to receive the report: https://serenity.vet/burnout-study-among-relief-locum-veterinarians/.

Follow for more: 

FB: https://www.facebook.com/profile.php?id=61556480229406&mibextid=LQQJ4d 

IG: https://www.instagram.com/choosepeoplelovepets?igsh=MTVzZjc4ZHE4MWd2NQ%3D%3D&utm_source=qr 

LI: https://www.linkedin.com/company/choose-people-love-pets/