4 Things I Got Wrong in 2026
I’m pulling back the curtain a bit and sharing four assumptions I made coming into 2026 that either weren’t correct or should have been on my radar earlier.
This year has already forced a lot of growth for me, and I’m realizing that some of the biggest lessons aren’t about what’s working, they’re about what I missed.
I walk through everything from the identity shift required when your team scales quickly, to how changes in AI and search are impacting lead flow, to some personal decisions around travel and energy that didn’t play out the way I expected.
We also get into a tactical miss around marketing cadence, specifically how stepping away from audience building too early created friction when it came time to promote something new.
Key Takeaways
• Rapid growth requires an identity shift as a leader
• You can’t scale a team while operating like an individual contributor
• How businesses get discovered online is changing quickly
• SEO alone is no longer a reliable lead source
• Asking better questions early leads to better decisions
• Poor calendar planning creates unnecessary stress and risk
• Energy management is just as important as strategy
• Audience building must happen before you need it
• Giving value consistently builds trust and conversion
• Marketing without value feels forced and less effective
If you’re in a season of growth or things feel a little messy right now, this will help you think more clearly about what might be happening underneath the surface and how to adjust.
And if you’re looking to grow alongside other operators who are thinking this way, I want you in the room at the DogCo Business Summit.
Cheering You On,
M
Join Me at the DogCo Business Summit
If this conversation hit for you, this is exactly the type of work we’re going deeper into at the DogCo Business Summit.
October 2nd–4th, 2026
Winston-Salem, North Carolina
Steve will be speaking live, and we’ll be working through these exact challenges, leadership, communication, and building stronger teams.
Learn more and grab your spot at: https://dogcosummit.com
Want a Real-World Example of What’s Possible?
If you want to see how clarity, leadership, and intentional systems can transform a pet care business, I’ve put together a case study showing how one company grew monthly revenue from $19,000 to over $73,000 in a single year. It breaks down the decisions, structure, and leadership shifts behind that growth, not just the outcome.
You can access the case study at dogcolaunch.com/case-study and see how DogCo Launch supports pet care owners who are ready to grow sustainably.
To learn more about how DogCo Launch helps pet care companies grow and scale, visit dogcolaunch.com.
Michelle Kline is the founder of DogCo Launch, and the host of the DogCo Secrets Podcast. Michelle spends her time helping pet care companies in the industry grow and scale their teams, increase their revenue, and increase personal profits - all while protecting their time. Learn more about Michelle here.
