Doug talks with Amman Ahmed, founder of Music for Pets — the company behind Relax My Dog and Relax My Cat — about trusting an unconventional idea long before anyone else did. Amman describes growing up in Armley, Leeds, finding an escape through books, studying IT, and ultimately deciding corporate life wasn't for him after reading Tim Ferriss's The 4-Hour Workweek.
From there, Amman built a YouTube-based relaxation music channel that grew into a full pet-wellness media business, drawing on research into instruments, BPMs, frequencies, and even color grading to help anxious pets settle down. After being pushed out of a VC-backed music discovery startup, he recommitted to bootstrapping his own venture, built multiple revenue streams, and turned down early acquisition offers before finally selling the company in 2023.
Today, Amman stays close to music as an angel investor and is campaigning his new age album "Ekta" for Grammy consideration. He and Doug dig into what it takes to keep believing in an idea nobody else sees yet — and what comes after the exit.