For a mission-led brand, the mission must always take priority, even over profits. JustFoodForDogs founder Shawn Buckley revolutionized the pet food industry by putting those the company serves – the dogs – first.
 

Nowhere is this more clear than with his new book Big Kibble, where he is donating all of the author profits to rescue. Tackle tough decisions by leading with the mission, even if it does not seem like the best financial decision on the surface, and reap the benefits for the long run.