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Dr Ron Levy is an Associate Professor in law at the ANU.

Dr Ron Levy is an Associate Professor in law at the ANU.

So people didn't know how to take that. the first tv network meeting, it wasn't a great meeting. i think the second, the fourth person in the meeting took off his phone and started e-mailing his wife. we knew that we were in trouble. we knew that they're not really taking us that seriously. the presentation didn't look good at all. the evidence wasn't demonstrated correctly to these people. >> they needed a major dose of legitimacy. so ron and gilead got pet experts and the humane society on board. and then in 2012, they tested their product in a small market to get invaluable data to prove th...

Role of any ceo is to observe. you never act initially. you really have to give some thought to observing and talking to people and learning more about the founder. >> she set the tone by rallying employees and coming up with goals. >> there were a lot of things that people were working on, but not necessarily all working together towards a common goal. to be honest, it was almost a little bit of a sigh of relief for the employees because they weren't really sure what the priorities were. >> and alex did his part by stepping back so colleen could drive the company forward. >> i've learned in t...

>> sales continue to climb, and both colleen and alex say it's the combination of the founder and the ceo that have gotten them there. >> the founder's perspective is often very different than anybody else's. and it's important to put yourself in their shoes from time to time. we all like to look back and say, were there some things i would do differently? sure. but at the end of the day, i think we did it quite right. all right. now your dog has a toy. your dog is watching tv, and it is time for feeding. and that's why we have you. you're going to be pitching in our elevator. what's the nam...