Are you ready to play the game with the right mindset?
On June 26, 2026, Dr. Geoff Carullo, together with Bookshelf PH, held a book launch at Book Nook, SM North Edsa, for his new book, The Veterinary Business Game Theory. What followed was not the stiff, formal affair one might expect from a professional book launch. It was, by all accounts, a genuinely warm afternoon: friends gathered, conversations flowed freely, and the kind of honest talk that rarely makes it into polished panels filled the room instead.
Dr. Geoff's friends, veterinarians, students, and Bookshelf PH’s team spent the afternoon together unpacking how the book came to be, what drove Dr. Geoff to write it, and what he hopes it will mean for the veterinarians who pick it up. It was the kind of launch that felt less like a presentation and more like a long-overdue conversation among people who care about the same things.
A Gap That Needed Filling
The origin of The Veterinary Business Game Theory is straightforward and striking at the same time. Dr. Carullo has read over 300 veterinary books from abroad. Not one of them was written in the Philippine context. Not one addressed the specific realities, pressures, and nuances that Filipino veterinarians face when building and running a practice in this country. That absence, quiet but significant, is what pushed him to write the book himself.
Rather than waiting for someone else to fill that gap, Dr. Carullo drew from his own knowledge, experience, and years of working alongside fellow veterinary professionals to put something together that actually speaks to the people who need it most. The result is a manual that does not feel imported or distant. It feels local, grounded, and written by someone who has lived inside the realities it describes.
Mindset First, Everything Else Follows
At the center of Dr. Carullo's message is a simple but powerful conviction: mindset is everything. Before pricing strategies, before clinic systems, before client communication or inventory management, a veterinarian needs to get their thinking right. That is where the game is really won or lost.
He is not speaking theoretically. Dr. Carullo has shared this same advice with friends and fellow vets over the years, and he has watched them grow because of it. The shift in perspective he encouraged them to make, from thinking like a clinician to thinking like a purpose-driven entrepreneur, produced real, visible results in their practices and in their lives. The book is, in many ways, a way of scaling that conversation. Of reaching the vets he has not yet met and giving them access to the same clarity.
It is a generous impulse, and it shows in the way the book is written. The Veterinary Business Game Theory does not talk down to its readers or assume they have failed. It meets them where they are, acknowledges the gaps in traditional veterinary education, and offers a practical, honest path forward.
For the Students, the Clinicians, and the Owners
One of the things Dr. Carullo made clear during the launch was that this book was not written for a single type of reader. Whether you are a veterinary student still figuring out what kind of career you want to build, a practicing clinician who feels stuck in the daily grind, or a clinic owner trying to make sense of why a busy schedule does not always translate into financial stability, this book has something to offer you.
The lessons inside are not abstract. They are the kind of insights that change how you approach a consultation, how you think about your pricing, and how you see your own role within your practice. Small shifts in thinking, applied consistently, add up to something significant over time.
And if the book launch was any indication, Dr. Carullo is not done yet. He hinted at a sequel, suggesting that there is still more he wants to share, more ground he wants to cover for the veterinary community he clearly cares about deeply.
The Veterinary Business Game Theory is now available at bookshelf.com.ph.
By Caitlyne (CT) Cue