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The Key Factor for Withstanding the Pain of a Fast-Growing Startup

The realization I got from my puppy

Celia Fidalgo, PhD
3 min readNov 5, 2023
This is Kobe 😍

I recently got Kobe, the most adorable Bichon poodle you’ve ever seen.

I was taking him to the vet for the first time in a little backpack carrier, feeling proud of myself for getting this handy bag and how easy it was to cart him around.

But when I got home, I was devastated to see he’d gotten sick inside and I hadn’t noticed!

I felt so bad.

Throw up had gotten all over him and his soft blanket. When I opened the door to the carrier, he was feeling so unwell that he didn’t even move or try to get out.

It broke my heart.

I vowed, never again.

The next time I took him out, I held the carrier in front of me. I stabilized it in my arms so that it wasn’t rocking around back-and-forth as much. I walked slow as a turtle and watched him to make sure he was ok.

Did carrying the bag in my arms defeat the purpose of a backpack? Yes. Was it way heavier to carry that way? Yes. Did it look silly to the outside world?

You. Bet.

But I wouldn’t have done anything else.

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Celia Fidalgo, PhD
Celia Fidalgo, PhD

Written by Celia Fidalgo, PhD

Head of Product @ Cambridge Cognition, Behavioral Scientist @ Irrational Labs, PhD in psych, I help businesses use consumer psychology to win customers.

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