What happens when you take a seemingly mundane service and infuse it with dignity, joy, and a mission to serve the planet?

Julie Harrell, President of Cooper Scoopers, is doing just that. Her company may be in the pet waste removal business, but behind the cheeky name and boots-on-the-ground service lies a movement rooted in social good, environmental responsibility, and deep respect for every person — and every pet — they serve.

In a recent episode of The Bliss Business Podcast, Julie shared how a startup with seven locations (and growing fast) is redefining what it means to lead with purpose in the franchise world. And why she believes even the most overlooked jobs can become meaningful careers when built on heart-centered values.

From Poop to Purpose

The origin story of Cooper Scoopers isn’t what you’d expect. It started with a granddaughter watching her aging grandparents struggle to keep a backyard clean and safe for their dog — and their grandchildren. That moment sparked an idea: what if you could offer a service that went beyond convenience, and actually helped people stay connected to what matters most?

Julie stepped into the role of President in December and has since turned the company into a growing franchise built on three core principles: dignity, safety, and opportunity. But Cooper Scoopers isn’t just about waste removal. It’s about creating clean spaces, caring for public health, and making a real difference for families, pets, and the planet.

Leading with Love, Loyalty, and Laughter

While many leaders rely on systems and performance metrics to drive franchise growth, Julie begins with people. “We treat every role as essential,” she says. From technicians to franchise owners, everyone is trained and celebrated for their contributions. New hires aren’t just taught how to scoop. They’re taught how to show up with kindness, attention to detail, and a sense of pride.

Franchisees are supported through a hands-on communication system and a growing internal network that encourages collaboration. “You might be in your own territory,” Julie explains, “but you’re never alone.” That spirit of teamwork is contagious — showing up in how employees serve customers and in how customers begin to see the company as more than just a utility.

Empathy, Operationalized

With over 70% of households in the U.S. owning pets, and over half owning dogs, the demand for pet services is growing. But Cooper Scoopers is differentiating itself by going beyond basic cleanup. Technicians are trained to alert pet owners to potential hazards, like open gates or broken fence posts, and even diet-related health concerns visible through pet waste.

That care extends to community education and engagement too. Whether partnering with the SPCA or educating families on the environmental risks of backyard waste, Julie is clear about one thing: “Growth doesn’t mean letting go of purpose. It means spreading it wider.”

Scaling a Clean Business with a Clean Conscience

Cooper Scoopers is still in the early stages of expansion, but Julie already has her sights set on something big — 3,000 trucks across the nation, each operating with eco-conscious practices and a deep respect for the families they serve.

With waste disposal becoming a growing concern for landfills, Julie is exploring innovative ways to treat pet waste more sustainably. Composting is complex due to protein content, but her team is committed to staying on the cutting edge of environmentally safe disposal methods. In the meantime, biodegradable tools and products are a non-negotiable standard.

Key Takeaways from the Episode:

• Why even unglamorous industries can drive real social impact
• How to build loyalty by treating every role as essential
• The power of clear values in attracting franchisees and customers
• How early-stage businesses can protect their culture while scaling
• Why mentorship and team support are essential for sustainable leadership

Julie reminds us that success doesn’t come from glossy pitch decks or over-engineered systems. It comes from doing the small things with intention, care, and love. Even something as simple as locking a gate or giving a treat to a beloved family dog becomes part of a greater purpose — one that is felt in every yard they visit.

At Cooper Scoopers, purpose isn’t a tagline. It’s a tool. A system. A culture. A north star.

And if this kind of heart-centered leadership can blossom in a business that deals with dog poop, imagine what’s possible for the rest of us.

Final Thoughts

Julie Harrell is showing that profit and purpose don’t have to be in conflict. They can be co-pilots. As Cooper Scoopers continues its rapid expansion, it’s doing so with a commitment to environmental responsibility, community connection, and love as a business advantage. Whether you’re managing a franchise or mentoring the next generation of leaders, Julie’s story is a reminder that every business — no matter how humble — can leave the world a little better than it found it.

Check out our full conversation with Julie Harrell on The Bliss Business Podcast.

Originally Featured on The Bliss Business Podcast Blog

When you’re managing a company that has grown from a single vacation rental to a national hospitality brand operating in over 18 markets, most leaders would reach for org charts, operational SOPs, and management consultants. But for Steve Schwab, the answer came in the form of a credo.

Steve Schwab is the Founder of Casago, a purpose-led vacation rental and property management company built on empathy, loyalty, and service. Today, he serves as the CEO of Vacasa, following the recent merger between the two companies. This union marks not just a consolidation of brands, but a bold vision for redefining hospitality through human-centered leadership at scale.

Casago was never just a hospitality company. It became a values-driven movement powered by people who believe in doing right by others, no matter the cost. That ethos now has the opportunity to reach millions more through the Vacasa platform.

In an episode of The Bliss Business Podcast, Steve shares how his time as a U.S. Army Ranger shaped the way he approaches business, and why he believes every company should have its own internal leadership doctrine, not a rulebook, but a lived set of principles.

Steve’s journey into leadership wasn’t traditional. In fact, he questioned whether he was even the right person to lead after a rapid acquisition expanded his company overnight. It was in that moment of doubt that he began to write what would become The Orange Credo, a set of guiding values that have since fueled Casago’s culture and inspired generations of team members.

Whether you’re leading a startup, managing a distributed team, or scaling a company through multiple regions, Steve’s approach to conscious capitalism and decentralized leadership offers powerful lessons. At Casago, love is not just a feel-good concept. It is operationalized through principles that empower employees to act with confidence and compassion, especially when no one is watching.

Empathy as Infrastructure

The Orange Credo includes statements like, “We believe in standing shoulder to shoulder,” and “We leave things better than we found them.” These aren’t just motivational phrases painted on the wall. They guide how employees respond to crises, how they treat guests, and how they support each other in times of personal struggle.

Steve shares the story of an employee who, without being asked, drove through a snowstorm to deliver blankets to a stranded guest. Another story features an operations manager who helped a family involved in a car crash navigate insurance and logistics. These moments aren’t isolated. They are expected. Because everyone at Casago is entrusted to lead with care.

A Playbook Rooted in People

Unlike companies that rely on rigid hierarchy and micromanagement, Casago thrived through distributed trust. New employees were onboarded with a calligraphed Book of Lore that documented stories of heroic service and practical wisdom. This collection of lived experiences became both training and inspiration.

Steve believes that empathy scales when leaders commit to principles instead of prescriptions. The credo creates alignment, allowing people to make values-based decisions even in the absence of a manager or directive. That autonomy is not accidental. It is earned through cultural investment.

The ROI of Love and Loyalty

When asked about what drives retention at Casago, Steve points to love. Employees and franchisees stayed not because they were obligated, but because they felt deeply connected to the mission. Some housekeepers worked with him for over 20 years. Families passed down roles through generations. These are not typical industry stats. They are the result of leading from the heart.

Steve also touches on the economic side of purpose. When a company consistently leads with service, it creates long-term trust. That trust shows up in customer referrals, operational resilience, and team loyalty. It also creates a ripple effect in local communities, as the team goes above and beyond to support not just guests, but neighbors and partners too.

Key Takeaways from the Episode:

• Why every business should create its own leadership credo
• How decentralizing leadership empowers your team to act with integrity
• The role of storytelling in building cultural continuity
• Why love, loyalty, and legacy are competitive advantages in hospitality and beyond
• How to scale a company without losing your soul

Steve’s vision for the future of leadership is grounded in one idea: people before process. The businesses that thrive tomorrow will be the ones who invest in culture, values, and human connection today.

Final Thoughts

Steve Schwab’s story is not about building a company. It’s about building a culture where people matter more than processes, and where principles carry more weight than policies. His journey reminds us that leadership is not a title. It’s a daily decision to serve, empower, and trust others to rise.

At a time when many companies are scrambling to keep up with disruption, Steve chose to double down on values. He proves that conscious capitalism isn’t a trend. It’s a long-term strategy for resilience, growth, and human connection.

From empowering housekeepers to honoring guest experiences, his leadership playbook is one that prioritizes dignity over dashboards and heart over hierarchy.

Whether you’re building a hospitality brand, managing a remote team, or simply searching for a more human way to lead, Steve’s message is clear: culture is not a byproduct of success. It’s the foundation.

And when you lead with love, people don’t just show up. They stay, they care, and they thrive.

Check out our full conversation with Steve Schwab on The Bliss Business Podcast.

Originally Featured on The Bliss Business Podcast Blog