Jeannine Tilford of Toad Busters: Five Things I Wish Someone Told Me Before I Became A CEO

An Interview With Doug Noll

You can’t do everything yourself. Learning to delegate and trust your team is essential for progress. It’s about striking a balance between oversight and giving your team the autonomy they need to excel. In essence, effective communication and building a solid team are the cornerstones of successful leadership. These lessons have guided me in navigating the complexities of being a CEO and have paved the way for our company’s continued growth and success.

As a part of our series called ‘Five Things I Wish Someone Told Me Before I Became A CEO’ we had the pleasure of interviewing Jeannine Tilford.

Jeannine is a South Florida native who has worked for more than 25 years as an animal educator, invasive species specialist, and Florida Fish and Wildlife Conservation Commission (FWC)-registered Nuisance Wildlife Control Operator. Early in her career, Jeannine founded a 501c3 Agricultural Training Center; she went on to hold positions leading educational events at both Busch Wildlife Sanctuary and World of Wildlife. Jeannine enjoyed five years as a Veterinarian Technician, and has taught Biology, Environmental Science and Zoology to hundreds of students during her nine-year tenure as a science teacher. Her passion for conservation and animal welfare led her to launch Toad Busters in 2015. She’s since grown the company, which collects poisonous cane toads from homeowners’ yards (to protect pets), into the leading authority on this non-native and invasive species. Jeannine has been featured in dozens of national publications including People, USA Today, Newsweek, Time, and others.

Thank you so much for joining us in this interview series! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

In an effort to help maintain manageable numbers of the Bufo/cane toad and protect others’ beloved, four-legged family members, I founded Toad Busters in 2015. I founded Pet Protect Fencing, which installs maintenance-free mesh barriers to block dangerous toads out of a certain area.

When I first pitched Toad Busters to investors, it was just an idea floating in my mind. At the time, I was a single mom, working as an environmental science teacher with a background in herpetology, the study of reptiles. I noticed a problem and saw it as a potential opportunity. I needed extra income, and the opportunity was available in the evenings, allowing me to be with my son during the day between school. Taking the risk paid off, and it was worth it.

Can you share the most interesting story that happened to you since you began leading your company?

The initial story that really gained attention worldwide was when I had planned a vacation to Hawaii with my son. Just as we were about to leave, I received a call about a sudden explosion of baby toads in Palm Beach Gardens. I immediately contacted my technician who was working with me at the time, urging him to meet with the news crew. It was a chaotic situation, with baby toads seemingly appearing everywhere, causing panic among people.

My technician conducted the first interview, but upon my return, the story had escalated into a massive sensation overnight. The incident thrust me into the spotlight, leading to interviews with major media outlets like People magazine, Newsweek, and Better Homes and Gardens. I even had the opportunity to appear on the Love Doctors radio show, where they had a field day with my name for a couple of days. It felt like a whirlwind of interviews and media appearances, spanning over two months. While it might sound exaggerated, it truly was a surreal experience, and it was incredible to see my story featured across numerous platforms.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I can’t necessarily think of a funny mistake, but I do find it amusing how the name “Toad Busters” ended up drawing parallels to the movie “Ghostbusters,” even though it wasn’t intentional. I’ve always been a fan of the film, and it struck me when I realized the connection. In “Ghostbusters,” there’s a character named Janine, who happens to be the secretary, and coincidentally, that’s also my name. The correlation between the craziness of hunting toads and the chaos of catching ghosts just seemed to fit perfectly.

When I trademarked the logo featuring the frogs, it added another layer of uniqueness to the story. Initially, when I shared my plans with friends and family, they thought I was a bit crazy to dive into this venture. The irony of comparing the two companies and the challenge of making a living by dealing with frogs is not lost on me. It’s true, it’s a bit unconventional, but it’s been quite the journey.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

There have been many great individuals who have contributed to my journey, and I’m fortunate to have a wonderful team by my side. I don’t take 100% credit for our successes. While I generate ideas, I recognize that nobody excels at everything. Personally, I’m not inclined towards office work and bookkeeping, for instance. I owe much of my initial inspiration to my father, who always encouraged me to explore innovative ideas and think outside the box. My mother played a pivotal role in honing my writing skills and assisting with practical tasks like setting up trademarks. As a child, she helped me craft reports, laying the groundwork for my ability to articulate and present ideas effectively.

Regarding my team, I consider them an extension of my family. Each member, whether a technician, bookkeeper, or marketer, plays a crucial role in our collective success. It’s impossible to attribute our achievements to just one person. Besides my parents, even my sister contributed at one point. The journey to success has been a collaborative effort involving numerous individuals, each leaving their mark on the business and shaping its trajectory.

Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader?

One of the most challenging aspects of leadership is navigating negative situations, whether they involve confrontations or dealing with employees who aren’t fitting well within the company. It’s tough because you genuinely care about people, yet sometimes you must prioritize what’s best for the company as a whole. There’s a fine line between prioritizing someone’s happiness and the company’s needs. It’s never easy to let someone go or address uncomfortable issues that may upset individuals in the short term. However, such situations often serve as catalysts for growth and improvement.

In the long run, addressing challenges head-on enables us to learn and evolve. Without encountering and overcoming obstacles, we cannot progress or refine ourselves. Hence, I approach these situations with a blend of empathy and rationality, recognizing that difficult decisions are sometimes necessary for the greater good of the organization and its members.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Most of our readers — in fact, most people — think they have a pretty good idea of what a CEO or executive does. But in just a few words can you explain what an executive does that is different from the responsibilities of the other leaders?

The CEO basically drives the company steering it in directions to develop the business. Also is the innovator looking for new ways to increase production and profitability. Leaders’ kind of a vague term. There are many leaders in the company that focus on tasks there needs to be a nice balance between the CEO and the leaders that help to get the job executed and done.

What are the “myths” that you would like to dispel about being a CEO or executive? Can you explain what you mean?

I suppose when you carry a title like CEO, there’s often a perception that you’re somehow unapproachable or elevated above others. It’s akin to how people might view the president, as if they’re a world apart from the rest of us. Personally, I feel fortunate to be seen as a visionary, someone who can conceptualize and build things — it’s a gift I cherish and enjoy exploring. But it doesn’t mean I’m immune to the complexities of everyday life.

Some aspects, like bookkeeping and math, simply aren’t my forte; my brain tends to switch off when I delve into those areas. And that’s okay. What’s important is recognizing our strengths and weaknesses.

Being an executive or CEO is indeed an honor. You’re often credited with starting something remarkable. Yet, at the core, I’m just like anyone else. The title doesn’t change who I am. While some may associate a CEO title with a big ego, I’ve never felt the need to embody that stereotype. In my view, accessibility and connection are paramount. Unlike in larger corporations where CEOs may need to maintain a certain distance, I value being accessible and present for those I work with. After all, fostering genuine relationships and understanding is key to success in any endeavor.

What is the most striking difference between your actual job and how you thought the job would be?

I don’t believe there’s a huge difference, to be honest. As I mentioned earlier, when it comes down to handling tasks, the interesting part is that sometimes you conceive these ideas and then you’re tasked with making them a reality. It’s not a matter of someone handing you a set of instructions and saying, “Here’s what you need to do, just put A, B, and C together.” Instead, you generate the ideas and then must figure out the components — what A represents, what B entails, and how to assemble them into a cohesive whole. It’s about presenting and executing the idea effectively.

This is quite distinct from a regular job where the tasks might be challenging but are laid out in a clear step-by-step order. For me, the challenge lies in translating abstract concepts into actionable plans. It’s about taking a great idea and figuring out how to turn it into a viable endeavor. That, to me, represents the difference between envisioning something amazing and then grappling with the practicalities of bringing it to fruition.

Do you think everyone is cut out to be an executive? In your opinion, which specific traits increase the likelihood that a person will be a successful executive and what type of person should avoid aspiring to be an executive? Can you explain what you mean?

To be a CEO I think that you need to be a visionary, a motivator, independent, confident with great communication skills. You need to have those skills to make things happen and build your business. I feel that not everyone is made to be a CEO I think that as you grow up and find your gifts and passions then turn that into what you choose as a career. Not everyone is meant to be a boss or run a company but there is a job for everyone, and you need to find your niche.

What advice would you give to other business leaders to help create a fantastic work culture? Can you share a story or an example?

I believe the most crucial aspect of working with my employees is treating them the way I would want to be treated. Having experienced various roles, from simple labor jobs to working as an educator, I understand the importance of feeling valued and respected. I strive to create an environment where everyone feels like part of a family and where they genuinely want to stay.

For me, effective communication is key. Even when it’s challenging or involves delivering negative news, maintaining openness, and addressing issues directly is vital. In today’s world, many people tend to avoid uncomfortable conversations by resorting to texts or hoping problems will fade away. However, I believe it’s crucial to confront issues head-on and foster a culture of honest communication.

Creating a supportive work environment also means acknowledging mistakes and learning from them. Nobody is perfect, including myself, and it’s okay to admit when I’ve made an error. By apologizing and striving to improve, I show my employees that growth and learning are integral parts of our journey together. In essence, building a positive work culture revolves around being present for your employees, communicating openly, and embracing the learning process, even when it involves acknowledging imperfections.

How have you used your success to make the world a better place?

This job has been an incredible journey for me. While there are many rewarding aspects, nothing quite compares to the moments when we’re able to make a tangible difference, like rescuing people’s beloved pets or tackling environmental challenges. For many, pets are like family members, and the joy of reuniting them with their owners is immeasurable. Even within our environmental work, there’s a profound sense of fulfillment in restoring balance by removing invasive species and promoting native ones.

Currently, we’re engaged in an exciting project focused on New Guinea flatworms and their impact on our ecosystem. By studying exotic and invasive parasites, we’re striving to develop a comprehensive database for veterinarians and doctors. This database will serve as a vital resource, enabling healthcare professionals to anticipate and address emerging threats more effectively. Much like how we learn about viruses from distant countries, invasive species can introduce unfamiliar parasites into our environment. Educating and equipping medical practitioners with the knowledge to identify and respond to these threats could potentially save lives.

This endeavor represents a new chapter in my journey — one that intersects with the medical field, a realm I’ve long been passionate about. The prospect of bridging environmental science with medical knowledge fills me with excitement and purpose. As someone deeply fascinated by the intricacies of medical science, I see this as an opportunity to make a meaningful impact and further expand the horizons of our work.

Fantastic. Here is the primary question of our interview. What are your “Five Things I Wish Someone Told Me Before I Became A CEO” and why? (Please share a story or example for each.)

Being a CEO has taught me invaluable lessons, and communication tops the list. In today’s digital age, it’s tempting to rely solely on texting and emailing, but (1) nothing beats face-to-face communication. Messages can easily be misinterpreted, leading to misunderstandings and unnecessary conflicts. As a leader, it’s crucial to foster open dialogue and clarity.

Another lesson I’ve learned is that as a CEO, (2) you can’t always be the good guy. There are times when tough decisions must be made for the sake of the company’s growth and stability. It’s challenging, but necessary, to prioritize the organization’s well-being over individual preferences.

Furthermore, (3) maintaining accurate records and understanding your company’s finances is essential. Learning bookkeeping was a steep learning curve for me, but it’s vital for assessing the true value and profitability of the business. As the company expands, so do expenses, and it’s crucial to stay on top of financial matters.

(4) Building a strong team is paramount. Surrounding yourself with talented individuals who complement your strengths and weaknesses is key to success. Delegating tasks allows for efficient operation and frees up time for innovation and growth.

Lastly, as a CEO, (5) you can’t do everything yourself. Learning to delegate and trust your team is essential for progress. It’s about striking a balance between oversight and giving your team the autonomy they need to excel. In essence, effective communication and building a solid team are the cornerstones of successful leadership. These lessons have guided me in navigating the complexities of being a CEO and have paved the way for our company’s continued growth and success.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

I am deeply involved in environmental efforts aimed at improving our planet. In our current era, travel is accessible, yet many regions lack adequate medical resources and vaccinations. One of the paramount issues for me is addressing the relentless influx of invasive species into our ecosystems. While we can manage some aspects of this challenge, comprehensive education and proactive measures are imperative. Often, critical issues are overlooked, necessitating early-stage research and intervention to prevent escalating problems.

My primary focus revolves around understanding the impact of new species on our environment and human populations. Education plays a pivotal role in this pursuit. At this juncture, my endeavors are dedicated to studying the effects of these species and advocating for environmental consciousness. Above all, we must prioritize the well-being of our planet and confront the realities of its deterioration. The consequences of our actions will reverberate for generations to come. It is our responsibility to care for our Earth and to leave a sustainable legacy for future generations.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Here’s what I’ve learned: pursue your passion and believe in your ideas. Success isn’t reserved for Ivy League graduates or even high school graduates — it’s about dedication and research. Not every idea will pan out, but that’s part of the journey. Start small, build gradually, and remain adaptable.

For me, it all began with a simple concept. As I explored different avenues, my business evolved. I expanded from one service to another, gradually realizing new opportunities along the way. The key is to build on your successes and stay open to new possibilities. While partnerships can be beneficial, they also bring challenges. I’ve seen firsthand the difficulties that can arise from conflicting visions. If you do opt for a partnership, ensure clear roles and shared values.

Ultimately, the freedom to pursue your vision is invaluable. By building independently, you retain control and avoid constant disagreements. Stay true to your ideas, work hard, and don’t be afraid to adapt as you grow.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.

I would have to say David Beckham. Lately, I’ve been captivated by David Beckham’s journey. His passion for soccer and his efforts to build up the sport, especially here in Miami, are truly inspiring. Despite facing challenges and making mistakes along the way, his resilience and determination shine through. Balancing his professional endeavors with family life adds another layer of admiration.

I find myself in awe of Beckham’s achievements and his ability to learn from setbacks. Meeting him and having a conversation would be an incredible opportunity to glean insights from his experiences and learn more about his vision for the sport. Watching how he’s navigated challenges and contributed to the growth of soccer is truly remarkable.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.