Choose People Love Pets: The Veterinary Culture Podcast

Phoebe Valdez and Brianna Armstrong, DVM

"Choose People Love Pets" is a podcast dedicated to exploring the powerful intersection where passion for animals meets the art of leading with a people-first mindset and intentionality. Join us as we delve into the heart of veterinary medicine, discovering how prioritizing both the well-being of our furry friends and the humans who care for them can transform the landscape of culture and leadership in our field.

  1. Reframing Imposter Syndrome to Growth Syndrome 

    23 DE FEV.

    Reframing Imposter Syndrome to Growth Syndrome 

    Imposter syndrome is something we talk about constantly in veterinary medicine — but what if we’ve been thinking about it all wrong?  In this episode of Choose People Love Pets, Dr. Brianna Armstrong and Phoebe Valdez explore a powerful reframe: what if imposter syndrome isn’t a sign that you don’t belong… but evidence that you’re growing?  Through personal stories — including Brianna’s experience pitching her veterinary startup Skye Paws while still in vet school — they unpack how discomfort, self-doubt, and even anxiety often appear at the exact moments when identity expansion and leadership growth are happening.  Together, they introduce the idea of “growth syndrome” — a framework for understanding why high-achievers and veterinary professionals often feel like imposters when stepping into new roles, leadership opportunities, or unfamiliar challenges.  If you’ve ever wondered:  “Do I actually belong here?”  “What if they find out I don’t know what I’m doing?”  “Why does growth feel so uncomfortable?”  This conversation offers a new perspective — and practical tools to help you reframe the experience.  What You’ll Hear in This Episode  Why imposter syndrome may actually be a sign of growth  The story behind Skye Paws and navigating first-time visibility  How veterinary training shapes our relationship with competence and confidence  The three elements of “growth syndrome”:  Novelty  Visibility  Identity expansion  Why waiting to feel ready keeps us stuck  How to build confidence by trusting yourself through growth  Practical strategies for navigating high-stakes new experiences  Key Takeaways  Confidence does not come before action — it comes from action.  You don’t feel like an imposter when you stay small.  Growth often feels uncomfortable because your identity is expanding faster than your evidence.  Leadership requires becoming a beginner again.  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/⁠

    24min

  2. 9 DE FEV.

    When You Realize You’re Not the Leader You Want to Be: Leadership Coaching with Dr. Kelly Cooper 

    In this episode, our host Dr. Brianna Armstrong sits down with Dr. Kelly Cooper, veterinarian, former practice owner, corporate leader, and certified leadership coach, to explore the quiet realization many leaders have but rarely name: I’m not the leader I want to be—and I don’t know how to fix it.  Kelly shares her journey from clinical practice to ownership, rising through the ranks at Banfield to the highest level before the C-suite, and ultimately making the difficult decision to walk away from a prestigious role to pursue coaching full-time. Not because she was failing—but because she wanted something more aligned.  Together, they unpack what coaching actually is (and what it’s not), how leaders often don’t realize they need support until something breaks, and why awareness—not perfection—is the first step toward becoming a better leader.  This is an honest, reflective conversation for veterinarians and leaders who care deeply, want to do better, and are willing to look inward.    In This Episode, We Discuss:  The moment Kelly realized she wasn’t the leader she wanted to be  Why many veterinarians struggle with leadership—and don’t know help exists  The difference between coaching, therapy, and mentorship  How coaching helped Kelly gain clarity, alignment, and confidence  What a real coaching session actually looks like  Why leadership growth often requires outside perspective  How coaching can transform not just your career, but your relationships and wellbeing  The idea that pain is inevitable—but suffering is optional   This Episode Is For You If:  You’re a leader who cares deeply but feels stuck or stretched  You’ve ever thought, “Why does this feel harder than it should?”  You’re curious about coaching but unsure if it’s “for you”  You want to lead with more intention, clarity, and self-awareness   About Dr. Kelly Cooper  Dr. Kelly Cooper is a veterinarian and certified leadership coach with over 20 years of experience in clinical practice and veterinary leadership. After owning a practice and rising to a senior leadership role at Banfield, Kelly chose to step away from corporate leadership to focus on one-on-one coaching—helping veterinarians and leaders grow into the people they want to be, not just the roles they hold.  drkellycooper@realityvet.com  Linkedin: https://www.linkedin.com/in/drkellycooper/   Reality Vet: https://www.realityvet.com/     CPLP Podcast - 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/⁠

    1h45min
  3. How AI Helped Us Better Assess Our Hospital Culture

    26 DE JAN.

    How AI Helped Us Better Assess Our Hospital Culture

    In this episode of Choose People Love Pets, Brianna and Phoebe walk through exactly how they used AI-powered culture surveys to assess their hospital culture, identify blind spots, and—most importantly—turn anonymous feedback into real, trust-building change.  Rather than treating culture as a “gut feeling,” they share a practical, repeatable framework for measuring psychological safety, communication, leadership trust, and belonging—without overwhelming leaders or putting teams on the defensive.  This episode is a behind-the-scenes case study of what worked, what surprised them, and how intentional follow-through transformed feedback into action.  What we cover:  Why anonymous culture surveys matter (and when they’re most effective)  How AI helped identify trends without leaders spiraling emotionally  The key culture pillars they measured: psychological safety, communication, leadership trust, belonging, and growth  How to structure survey questions that lead to honest, useful feedback  Turning survey data into clear priorities using AI  Why breakout discussions matter more than “solving the problem”  How small wins (like onboarding fixes and workflow clarity) build trust  What “corporate feel” actually meant to the team—and how leadership responded  Why follow-up surveys are the most important step in culture work  How consistency (not perfection) builds long-term trust with your team  Key takeaway:  Listening is only half the work. Culture improves when teams see their feedback taken seriously, reflected back, and acted on—over time.  Resources mentioned:  Culture survey template https://docs.google.com/forms/d/1ndXpVfv35AC1nteM4I-uO-Kr1v-bjYJJcreV_5fZD9M/template/preview  Follow-up culture check survey https://docs.google.com/forms/d/1J_GoByxJ8Q5-jmixov72hnNnSinysMnf8wuZkULmkSg/template/preview  Reflection question for leaders:  If your team gave you honest feedback tomorrow, what would you do with it?  If you enjoyed this episode or have questions about implementing culture surveys in your hospital, send us your feedback—we’re listening.  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/⁠

    34min

  4. 12 DE JAN.

    The Intentional Yes: How to Build Your Best Life with Dr. Natalie Marks

    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/⁠

    1h44min
  5. Normalizing Asking For Help

    29/12/2025

    Normalizing Asking For Help

    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/⁠

    26min
  6. Team Utilization & Building Trust with Suzanne Thomas, LVT

    15/12/2025

    Team Utilization & Building Trust with Suzanne Thomas, LVT

    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/⁠

    1h32min
  7. Building A Multimillion Dollar Practice Post-COVID With Dr. Alex Robb

    01/12/2025

    Building A Multimillion Dollar Practice Post-COVID With Dr. Alex Robb

    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/⁠⁠

    1h37min
  8. Hiring Red Flags & Trusting Your Gut in Veterinary Leadership

    17/11/2025

    Hiring Red Flags & Trusting Your Gut in Veterinary Leadership

    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/⁠

    15min
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"Choose People Love Pets" is a podcast dedicated to exploring the powerful intersection where passion for animals meets the art of leading with a people-first mindset and intentionality. Join us as we delve into the heart of veterinary medicine, discovering how prioritizing both the well-being of our furry friends and the humans who care for them can transform the landscape of culture and leadership in our field.

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