In this powerful Season 3 episode, Luba welcomes Erika Sinner Inc. 5000 founder (2x!), Chief Empathy Officer, author of Pets Are Family, and the visionary behind Tiny Superheroes, an organization transforming hospital culture for children facing serious illnesses.

Erika's story is one of resilience, empathy, and purpose. Growing up with food stamps, an absent father, and instability, she learned early what it meant to crave safety—and that drive shaped everything she's built. From 14-hour days and 22 straight weeks of travel to prove her business concept, to building Directorie into a thriving life science marketing agency, Erika has proven you can have high performance AND deep care.

But this conversation goes beyond business. Erika shares the heartbreak of losing her dog Kingston to heart cancer and how that loss sparked her mission to normalize pet bereavement leave. She talks about Tiny Superheroes, an organization giving kids capes and transforming their medical journeys into superhero missions.

In this episode, Erika shares:

• Growing up with instability and how it shaped her core value: safety
• The moment her dad said, "I have a new family now"
• Working her way up from marketing associate to pharmaceutical leader
• Why she calls herself Chief Empathy Officer (empathy is strategic, not soft)
• Losing Kingston and why "it's just a dog" is never okay
• How Tiny Superheroes transforms hospital culture
• Why kids in capes feel powerful instead of broken
• Her advice: "You don't need anyone's permission. You are in the driver's seat."

"I didn't have the parents I needed. So I became the leader I wish I had."

Whether you're building a business, leading a team, or navigating loss, this episode will remind you that empathy is your superpower. And you don't need permission to chase your dreams.

📲 Connect with Erika Sinner: Instagram (Personal): @erika_sinner Instagram (Directorie): @directorie_ Instagram (Tiny Superheroes): @tinysuperheroes Instagram (Her Dogs): @crazy4pei LinkedIn: Erika Sinner Website: erikasinner.org Book: Pets Are Family

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