We believe that, at their core, all dogs and humans are good; that people want to do what is ethical and right, and that they want to treat their dogs with trust, dignity, and respect.

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Unfortunately, a lot of mainstream media depicts dog training as requiring force or intimidation (aka “domination”) as management tools for their dog’s behavior. This can look like "Alpha" behavior; "my dog needs to know I'm in charge."

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I don’t think so, and neither does modern behavioral science.