Since 2004 in the UK, the Centre of Applied Animal Ethology (COAPE) has been developing EMRA(TM), a revolutionary and highly successful way of treating behaviour problems in companion animals. EMRA(TM) is based on emotional assessment of the individual dog or cat rather than the quasi-diagnoses of behaviour problems of old that have often lead to standardised and unnecessarily complicated approaches to treatment. EMRA(TM) is a practical, easy to use, yet powerful approach that assists the therapist in identifying key emotional aspects of a problem behaviour and the factors reinforcing it, and defines how best to approach precise treatment. It is a kind and effective holistic method that enables the therapist to develop bespoke treatment plans for all common pet behaviour problems, and helps unravel and treat more complex and bizarre challenges far more effectively. Simply by placing how the pet feels at the heart of the treatment, the EMRA(TM) approach can take the pet, owner and behaviourist on a journey that is always enlightening and often fun and surprising on the pathway to improved behaviour and relationships.