The Positive Impact Of Entrepreneurialism With Bill Bookout Of Genesis Ltd. & The NASC

One of the main focuses here at BossStart has always been to showcase the processes and continuing efforts of those independent business owners with the initiative and drive to succeed in the entrepreneurial arena. We feel it is important to know the stories of the unique individuals out there whom are carving out their own niche in such a competitive atmosphere. We also strive to find businessmen and women who are doing their best to make a positive difference in the world around them – those whose mission is to improve the lives of people all over the world.This week we spoke with MBA Bill Bookout. He not only answers the call to positively impact the lives of people, but also, and primarily, their pets!

Genesis Ltd. and the NASC

Bill Bookout is an ‘animal person’. In 1998, when two of his dogs were diagnosed (one with cancer and the other needing a hip replacement), he decided to do something about it.

“At the time I was the Chief Operating Officer for a 135 million dollar division of a 500 million dollar holding company in the medical device and drug business. Being in that particular field when my dogs were diagnosed, I started looking for some options. That was when I came up with the idea for and started Genesis Ltd. (in 1999).”

Through a colleague’s referral to Ihor Basko D.V.M., Bill’s idea was on its way to realization. Basko is recognized as a leader in integrative and complementary medicine for animals.

“I don’t know whether its good fortune, karma, or just dumb luck but through one of his formulas he was able to help my dog, which had previously been given a prognosis of one year or less to live, live 2 and a half years more of a quality life. I was not only very grateful for that myself but I also thought that there was an opportunity to provide products that would help other animals. I think of my animals as members of my family and there are others out there that feels the same way. Dr Basko is now the medical director of Genesis Ltd. He formulates all of our products and provides the clinical expertise and support. I provide the business effort and propellant. Genesis Ltd. provides various health supplements to animals and can help extend the quality and quantity of life to the maximum degree possible for them.”

In any business venture, it is not uncommon to encounter speed bumps – even roadblocks. As Bill found with Genesis, certain areas in industry have a lot of red tape.

“I underestimated the regulatory environment and I found out that there were no legal categories for the products we sold. We had a successful business, but it was being threatened by the lack of a specific legal category in the United States for these types of products. There was a published initiative by the regulatory agency that intended to have many of these products removed from the marketplace. I didn’t think that was right. I thought that it wasn’t the right thing to do for industry, and it certainly wasn’t the right thing to do for animals. If you make certain types of products illegal, or you don’t provide a responsible pathway for these types of products to be purveyed to the marketplace, then essentially you’re going to create a black-market industry. I saw a need and so I founded The National Animal Supplement Council (NASC) in response to that.”

“The NASC is a non-profit industry trade association whose objective is to work cooperatively with the regulatory officials like the FDA, Center for Veterinary Medicine, and State Regulatory Agencies – to establish a foundation for the industry which is fair, reasonable, responsible, and nationally consistent. It’s the next step.”

“Most people don’t realize that there’s no legal category in the United States for dietary supplements for animals. If you go down to the grocery store and you see a joint product with glucosamine, chondroitin and msm, or even products that help support a healthy immune system – those products are considered unapproved drugs under current US law.”

“Our objective is basically an educational mission. The NASC, contrary to Genesis, doesn’t sell any products. Our objective is what we believe is in the best interest of the entire industry and that’s why the people who are responsibly participating in this particular business space are supporters of the organization. Industries tend to get painted with a broad brush so anything negative that happens in an industry tends to reflect on the entire industry. It’s really in everybody’s best interest to operate responsibly. None of us want to be thought of as selling snake oil. It’s also important to differentiate the quality players from some of the participants who may be more opportunistically focused and give the industry a bad name. That’s why NASC has a quality audit program on the website. If you click on the members list you can look at the companies that display the NASC quality seal beside their company name. Those companies have passed an independent quality audit similar to an FDA quality audit. If customers choose a product from an NASC company that displays the seal, they know that that company has a quality manual.”

The Supplements of Growth

Growing your business is typically a main goal for any entrepreneur. Achieving that goal almost always comes down to having the proper support of those who share your mission. This can be in the form of employees, volunteers, contractors, and basically anyone else who you surround yourself with. The people and support in your business can often times mean the difference between success and failure. Bill Bookout knows this, and he shares with us his profound way of ensuring the people around him are of the highest quality.

“The NASC is a small organization with only three people but we also have a number of committees that have volunteer members to chair. It’s always hard to hold volunteers accountable so what I personally look for in Genesis or The NASC, in terms of people I surround myself with, would be included in the acronym I call  ‘J-WAVE’. I think these qualities can’t be learned or taught. People can learn anything. I think these things are more important than education and are more important than experience. These are the innate qualities that I look for in an individual. They are:

  • J – Judgment: I think people need to have good judgment in decision making. Don’t be afraid to make a decision. Consider the options, think it through, and make a decision. If somebody uses good judgment in their decision-making, I will never fault them.
  • W – Work Ethic: I think with work ethic – you either have it or you don’t. People that are successful and succeed as entrepreneurs have good work ethic, and they are willing to make the sacrifices that it takes to breathe the breath of life into the business. It’s not an easy thing to do.
  • A – Attitude: Good attitudes are infectious. Bad attitudes are infectious. You should never surround yourself with people who have bad attitudes. Surround yourself with people who have good attitudes and you should have a good attitude yourself.
  • V – Values: Honesty and good values are very important.
  • E – Enjoyment: People should do what they like and enjoy – what they’re passionate about. If you enjoy doing something you’ll do it better.”

“Nobody succeeds individually. It’s always a team effort. You should strike ‘I’ and  ‘my’ from your vocabulary. It’s ‘we’ and ‘our’. ‘We’ succeed or fail as a team. Surround yourself with people who are better that you. Don’t let your ego stand in the way of your success. You always play a better game by playing with people who are better than you and push you out of your comfort zone. By doing what you’re good at and passionate about, you’ll do the same for those around you.”

To learn more about Bill Bookout, Genesis Ltd., & The NASC, please visit:

Genesis Website:

NASC Website:




About the Author: Daniel Ballard

Daniel is a Writer and Entrepreneur. He is Co-Founder/Main Author/Editor of BossStart and Co-Editor/Featured Author for BossStart's sister site, PauseStart, launching early 2012

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