Read the news and 21st-century expectations have never been more unpredictable. The last two decades have brought unprecedented technological advancements, global shifts, and evolving societal norms. The 2020s, in particular, have been marked by rapid transformations, reshaping industries, consumer behaviours, and everyday interactions. With the veterinary sector no stranger to significant change, and for many the relentless pace of change has left a trail of burn out in its wake. However, the truth is we knew this was coming, for far too long in fact we knew things had to change. PetsApp CEO and CoFounder Dr. Thom Jenkins set out on my mission to keep the local veterinary clinic at the heart of the pet care journey, almost a decade ago. The reality, he understood, even back then was that we’ve had just about all the time we’re going to get. We’ve needed every second of it, no doubt but, this now is the 11th hour. One moment’s more hesitation and it could already be too late. And this is not said for dramatuc effect, instead rather a reminder of our collective constraint as a veterinary community. Perhaps the greatest constraint of all. Time. Time waits for none of us. And that can be intimidating, frustrating, even paralysing. It needn’t be. Constraints can be empowering. Creativity happens best in the presence of constraints.
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