The world of behavioral health is complex, and its success stories are filled with inspiring journeys of overcoming challenges and innovating for the betterment of society. The latest episode of the Behavioral Health Business Perspectives podcast brings us an intimate and thought-provoking conversation with Doreen Granpeesheh, the founder and CEO of the Center for Autism and Related Disorders (CARD). The episode is a must-listen for anyone interested in understanding the intricacies of scaling a behavioral health company, navigating the pressures of growth, and rebounding from bankruptcy.
Who is Doreen Granpeesheh?
Doreen Granpeesheh is a respected figure in the field of autism therapy, best known for founding CARD, which has grown to become the largest provider of autism therapy services in the United States. Her journey into the field of autism treatment began with a simple yet profound desire to make a difference in the lives of children with autism spectrum disorder (ASD). What began as a small clinic in California has now blossomed into an organization serving thousands of families nationwide.
Granpeesheh’s dedication to improving the lives of children with autism has been nothing short of extraordinary. However, the path to success has not been without its hurdles. In this candid conversation on Behavioral Health Business Perspectives, Granpeesheh shares her personal story of triumph, struggle, and reinvention.
The Origins of CARD and Its Growth into a National Provider
The episode takes us back to the origins of CARD, when it was nothing more than a single clinic in California. Granpeesheh was driven by a passion for providing high-quality, evidence-based treatments to children with autism. She used Applied Behavior Analysis (ABA), a well-established therapy for autism, to help children reach their full potential. This therapy became the cornerstone of what would later become a nationwide network of treatment centers.
Granpeesheh shares the pivotal decision to scale CARD beyond California’s borders. Initially, CARD was a small, but successful, clinic. However, Granpeesheh recognized that there was a much larger need for high-quality autism therapy across the United States. Children across the country were suffering without access to effective treatments, and she was determined to change that.
Scaling the company required significant investment in infrastructure, staff, and resources. CARD’s success was built on a unique blend of passionate leadership, a deep commitment to ABA therapy, and a growing network of dedicated clinicians. Granpeesheh’s vision of expanding beyond California was not only about increasing revenue but also about making autism services more widely available. This decision ultimately led to the company becoming the largest autism therapy provider in the U.S.
The Leadership Structure Behind CARD’s Growth
As the organization grew, so did its leadership challenges. Granpeesheh talks about the leadership structure she leaned on as CARD expanded. With the company becoming a nationwide player, it was critical to have a solid management team in place to oversee the day-to-day operations across multiple locations.
In her discussion with host Chris Larson, Granpeesheh explains how she carefully built a leadership team that could manage the complexity of a rapidly growing organization. Delegation, accountability, and the ability to scale without losing the core values that defined CARD were key components of her leadership strategy. She stresses that it was not just about hiring more people, but about finding leaders who were aligned with the company’s mission and vision for providing exceptional autism care.
The Role of Private Equity Investment
With growth comes the need for capital. Granpeesheh shares why CARD sought private equity investment to fuel its expansion. The influx of private equity allowed CARD to scale at an accelerated pace, but it also introduced new pressures and expectations.
Private equity can be a double-edged sword. On one hand, it can provide the financial resources needed to fuel growth, but on the other hand, it often comes with a push for profitability and return on investment. Granpeesheh reflects on how the influence of private equity shaped CARD’s decision-making process and the challenges that arose from balancing mission-driven goals with the financial realities of running a large organization.
The Fall: What Led to CARD’s Bankruptcy
One of the most pivotal parts of the conversation is the discussion of CARD’s bankruptcy. Despite its tremendous growth, the company found itself facing financial difficulties that led to a bankruptcy filing. Granpeesheh offers a rare and honest perspective on what led to this challenging moment in the company’s history.
According to Granpeesheh, a combination of factors contributed to the bankruptcy. The pressures of rapid growth, the demands of private equity, and the complexity of scaling operations across the country took their toll. While CARD’s mission remained strong, the financial burdens became too much to bear, and the company ultimately entered bankruptcy proceedings.
For Granpeesheh, this was a humbling experience, but one that ultimately led to valuable lessons about leadership, management, and the importance of staying true to the core values of the organization. The bankruptcy, she explains, was a wake-up call for the company, forcing it to reassess its financial strategy and organizational structure.
Why Granpeesheh Left and Why She’s Coming Back
In an emotional part of the conversation, Granpeesheh reflects on her decision to step away from CARD following its bankruptcy. She speaks candidly about the emotional toll that the bankruptcy took on her and how the weight of the situation led her to step down from her role as CEO.
However, in a surprising twist, Granpeesheh shares that she is returning to the company as its owner and CEO. She explains her motivation for returning, emphasizing her commitment to making things right. Now, with a fresh perspective and a renewed sense of purpose, Granpeesheh is determined to lead CARD into a new chapter, one focused on sustainable growth, quality care, and a more balanced approach to leadership.
In the interview, Granpeesheh outlines the changes she plans to make as the company moves forward. Her focus will be on improving internal communication, strengthening relationships with staff and clinicians, and ensuring that the organization remains mission-driven while balancing the financial realities of running a large business. She also discusses the importance of retaining the core values that made CARD successful in the first place—providing exceptional care for children with autism.
Lessons Learned and Moving Forward
Granpeesheh’s return to CARD represents a unique opportunity to reshape the company’s future. The lessons learned from the company’s past mistakes are evident in her approach to leadership. She is now focused on building a sustainable and resilient organization that can continue to provide high-quality care without sacrificing the well-being of its employees or the families it serves.
The episode concludes with Granpeesheh sharing her vision for the future of CARD and the behavioral health industry as a whole. She stresses the importance of innovation, adaptation, and staying focused on the needs of the children and families that CARD serves. In the wake of its challenges, CARD has the opportunity to rise again, stronger and more committed than ever to its mission.
Conclusion
The third episode of the Behavioral Health Business Perspectives podcast offers an insightful and inspiring conversation with Doreen Granpeesheh, a leader who has seen both the heights of success and the depths of failure. Her story is a testament to the power of perseverance, the importance of learning from setbacks, and the value of returning to one’s roots when times get tough.
For anyone interested in the dynamics of scaling a healthcare company, navigating financial difficulties, or learning about the behavioral health industry, this episode is a must-listen. Granpeesheh’s candid reflections provide valuable insights into what it takes to lead a company through both triumph and tragedy, and how to come out stronger on the other side.
Be sure to tune in to this fascinating episode of the Behavioral Health Business Perspectives podcast to hear more about Granpeesheh’s journey and the lessons she’s learned along the way.
