What if the thing that shakes your world isn’t an abstract issue or a headline, but something that happens to your kids? That was the case for brand strategist and creative advisor Nikki James Zellner. When her children’s daycare had a carbon monoxide leak that left dozens of kids and staff poisoned, she stumbled into a safety loophole that would change the course of her life.

In this episode, Nikki shares how she went from “just a mom” to a watchdog for systemic change. She explains the four “dog” archetypes of advocacy, the power of lived experience, and why the difference between visibility and impact matters more than ever. Whether you’ve ever felt too small, too unqualified, or too tired to make a difference, Nikki’s story is proof: if you’ve lived it, you’re ready.

Episode Highlights

• [03:39] The daycare carbon monoxide leak that changed everything
• [07:38] From one phone call to a statewide (and national) problem
• [16:05] Lap dogs, guard dogs, attack dogs, and watchdogs explained
• [24:42] “If you’ve lived it, you’re qualified to lead it”
• [29:31] Visibility vs. impact at the community level
• [38:50] Fighting burnout and redefining wins
• [44:45] Output vs. outcome: measuring what you can control

Lived Experience as Leadership

Nikki’s story starts with an ordinary daycare drop-off that ended with fire trucks and ambulances. Her kids survived carbon monoxide poisoning, but the near-tragedy revealed a gaping loophole in state safety law. Instead of staying silent — or suing — she chose to step up. What she discovered? Lived experience isn’t a liability, it’s a credential.

The Four Dogs of Change

Not everyone who cares creates change. Nikki breaks down four archetypes: lap dogs, guard dogs, attack dogs, and watchdogs. Most of us cycle through all four at different points, but watchdogs are the ones who ask questions, gather data, and stay at the table long enough to make an impact.

Impact Over Credit

From calling governors to handing out carbon monoxide detectors, Nikki’s focus has never been on taking credit. It’s been on creating change. Along the way, she’s built resources that ripple far beyond her own story, equipping other parents and communities to lead change where they are.

Meet Our Guest

Nikki James Zellner is a brand advisor, creative strategist, and citizen advocate who turned a near-tragedy at her children’s daycare into a movement for carbon monoxide safety. She’s the founder of The Watchdog Way and the forthcoming book of the same name (early 2026), which helps everyday people take small steps to create big change in their communities.

Meet Your Host

Tonya Kubo is a community strategist, marketing consultant, and rebel with a cause: helping people find the place where they truly belong. For nearly two decades, she’s built online spaces that feel less like comment sections and more like chosen family. She’s the fixer you call when your Facebook group has gone straight-up Lord of the Flies and the bouncer at the door of internet nonsense. As the host of Find Your Freaks, Tonya brings together unconventional thinkers and bridge-builders who know “normal” was never the point. Her favorite spaces? The ones where the freak flags fly high.

Key Quotes

• “If you’ve lived it, you’re qualified to lead it.” — Nikki James Zellner
• “We confuse visibility with impact. The watchdog makes the change, even if nobody notices.” — Nikki James Zellner
• “A win doesn’t mean setting your life on fire. A win is steady, small progress.” — Nikki James Zellner
• “Belonging isn’t about fitting in. It’s about showing up with your story and finding your people.” — Tonya Kubo

Links and Mentions

• The Watchdog Way Quiz
• Great Work by Dr. Amanda Crowell
• Nikki’s upcoming book

Support the Show

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You can purchase Find Your Freaks merchandise online through Abilities and Attitudes.

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What’s Next

Nikki reminded us that lived experience is often the spark for change, if we’re willing to act. But it also raised a deeper question: whose experiences count, and who do we listen to when the story isn’t so easy to hear? Episode 7 explores advocacy from another angle, and why sometimes the most powerful leaders are the ones who never planned to lead at all.