Pet Breath and the Power of Persistence: An Interview with the Founders of Greenies

Just a few days ago I wrote a blog post about doughnuts (yum) and dog breath (yuck). Well, today is the first day of February which means that National Pet Dental Health Month has arrived.

According to the American Veterinary Medical Association, dog breath is nothing to laugh at (they offer tips for improving the dental health of your pets). I think that my breath is quite nice—but unfortunately, my Mom disagrees. She's decided to be more vigilant about brushing my teeth and has been chasing me around the house all week with a toothbrush in her hand.

At first, I decided to resist. I thought to myself: "She'll get tired of this game." But I underestimated her dogged determination. That woman does not give up! My only choice has been to suck it up and pretend that the chicken-flavored toothpaste tastes like, well, chicken.

Still, I have to admire my Mom's persistence. She's not unlike Joe and Judy Roetheli, the founders of Greenies. I interviewed Joe and Judy for my book, and here's their story:

Ivan the Samoyed lived with Joe and Judy Roetheli in Kansas City, Mo. Ivan was a loyal member of the family, but he had horrible breath—so bad that Judy asked her husband, Dr. Joe Roetheli, to do something about it. He tinkered in the kitchen and came up with the formula for Greenies, a digestible dental chew in the shape of a green toothbrush. Joe quit his steady job as an agricultural economist, and he and Judy threw themselves into the business full time.

For three years, the Roethelis had virtually no income. They racked up $200,000 in credit card debt and talked family and friends into investing in the business to keep afloat. They went to dozens of banks to ask for a loan and got rejected every single time. Fortunately, the Roethelis were like their dog Ivan (and every other dog in the world). They didn't take the rejection personally. They didn't hold grudges when people said their idea was crazy. They simply refused to give up. They held on to their dream like it was a rope toy in the ultimate game of tug-of-war.

What started as a homemade breath-freshening treat eventually expanded to a packaged product carried in all 50 states and exported to more than 60 countries. When the Roethelis sold the company to Mars Inc. in 2006, they had shipped more than 750 million Greenies and theirs was the eighth-largest pet food/treat company in the world. Today, Joe is the CEO of eight different entrepreneurial ventures. He and Judy launched the Roetheli Lil' Red Foundation, a nonprofit that builds villages in the impoverished country of Guyana.

Excerpted from Secrets of a Working Dog: Unleash Your Potential and Create Success

What's the lesson? Never, ever give up. With persistence and determination, you can overcome anything….even a case of dog breath.

How have YOU persevered?