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Needed to be watching. >> all that changed when he heard about colleen mccracken. it was 2013. >> i was itching for a smarter partner, and it still took years to find the right person. i like to say that colleen rescued our company. >> she'd been working as the ceo of another business, so she had the business chops. and not only that, she loved animals. >> i had worked with company founders in the past, and i learned very quickly what it's like to, you know, run a business with the founder very involved. >> alex and colleen agreed that she would come on board, but they made a very key decision...

Quickly. >> i do believe that the first 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 sets 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 common goal. to be honest, it was a little bit of a sigh of relief for the employees because they were not really sure what the priorities were. >> alex did his part by stepping back so colleen could drive the company ...

The company, obviously, benefits. >> 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, well, there's things i would do differently, sure, but at end of the day, i think we did it quite right. >> all right, now your dog has a toy. your dog is watching tv. it is time for feeding him. that's why we have you, alex, you're pitching in our eleva...

Hi there, everyone. i'm jj ramberg, and welcome to "your business," the show dedicated to helping your growing business. for any person that turns on the tv, the channel and streaming options are seemingly endless. but turns out we're not the only ones who like to indulge. our four-legged friends are apparently fans too. and when ron levy, the founder of the first ever network for canines, tapped into dogs' true delights, he got tails wagging around the world. ♪ >> have a little treat. >> many people will be surprised to learn that dog tv, the first ever network dedicated to nonhumans, was a...

Cable providers would undoubtedly be really rough. ron made his way to jazmine media based in israel. the reaction was far from warm. >> he said, it's a great channel, it's completely new niche. i said, there are no new niches. he said, but the channel is for dogs. the initial reaction is, you know, maybe i'm on candid camera. >> i left that office very sad, i have to say. and then a day after, he called. he said, there's something here. i don't know what, and maybe i'm crazy, but there must be something here. >> it's not going to be very expensive. it's not like an episode of "game of thrones...