In Episode 217 of Anecdotally Speaking, listen to hear an exemplary foundation story and learn how to effectively use foundation stories in the sales process.



In Episode 217 of Anecdotally Speaking, Mark shares the compelling origin story of Royal Canin pet food, highlighting the real-world problem that led to its creation.

Mark and Shawn delve into the significance of foundation stories and explore what makes them so effective in forging a strong connection with customers.

They also discuss the key elements of the sales process and where a foundation story plays a critical role in this process.

You can learn more about Story Powered Sales here.

For your story bank

Tags: Foundation Story, Problem Solving, Sales

This story starts at: 1:14

In the 1960s, in the Camargue region of France, there was a highly experienced vet named Jean Cathary. Early in his career, he worked with horses and cows before eventually opening his own veterinary practice. He noticed that many German Shepherds in the area were in poor condition, suffering from thin, scraggly coats and skin problems like eczema. While he could treat these issues with the appropriate medications, the problems often returned

Understanding the importance of diet in a dog’s health, he began experimenting in his kitchen to create a perfectly balanced pet food. This led to the creation of his ‘yellow soup,’ which he started giving to the German Shepherds that visited his clinic. The results were remarkable—within a short time, their energy improved, their coats became lush, and their eczema cleared up completely.

Encouraged by this success, Cathary experimented with different blends for various breeds, discovering that a precise diet could have incredible health benefits for dogs. In 1968, he founded his own dog food company, Royal Canin, choosing a German Shepherd as the logo in homage to his original inspiration. Over the years, he formulated specialized foods for different breeds and even expanded into cat food, ultimately revolutionizing pet nutrition.