Not So Small

Do Good Diapers: Eric Forseth

Eric Forseth spent over a decade in advertising, hopping between agencies and working long hours on campaigns for major brands. But somewhere along the way, he started asking himself a question he couldn't shake: what else could I do with my life that feels more meaningful? In May 2025, Eric and his wife bought Do Good Diapers, a cloth diaper cleaning service in the Twin Cities. That was the easy (but also scary) part. Then Eric got to work transforming the business, using his advertising skills and genuine care for people to create something that more effectively reflected his values. Within a day of "calling in sick" to work, he and a friend built a brand from scratch: colors inspired by The Clash, authentic voice, and a clear story about serving families. But what really drives Eric's work isn't diapers, it's relationships. He talks about business ownership as an extension of his lifelong pattern of caring about people, staying in touch, and building community. Every client interaction matters. In our conversation, Eric shares his winding path to business ownership, how he's making cloth diapering easier and more accessible for modern parents, and his vision for working with daycares and the city to eliminate a million disposable diapers from landfills each year. In our conversation, we explore what it means to build a business on genuine human connection and find fulfillment in work that aligns with your values. Guest Info * Business: Do Good Diapers * Guest: Eric Forseth (he/him) * Links: Website [https://dogooddiapers.com/] • Instagram [https://www.instagram.com/dogooddiapers/] Community Shoutout * Arbeiter Brewing (Website [https://www.arbeiterbrewing.com/] • Instagram [https://www.instagram.com/arbeiterbrewing/]) * Wildflyer Coffee (Website [https://wildflyercoffee.com/] • Instagram [https://www.instagram.com/wildflyercoffee/]) Send us Fan Mail [https://www.buzzsprout.com/2453491/fan_mail/new] Host & Show Info * Host Name: Sam Bauman (she/her) * About the Host: Sam is the President of Mellowlark Labs [https://www.mellowlark.com], a Twin Cities-based small business consulting agency. She has a masters degree in counseling psychology, a field she worked in for several years before applying her skills in business, and is certified in Organization Development. Podcast Website [https://notsosmall.buzzsprout.com] Sound Editing By: Adam Rondeau Podcast Art By: Andy Bauman (website [https://cogitoprints.com/])

Neighborhood Development Center: Shahir Ahmed

What happens when you trust entrepreneurs to know what their businesses actually need? In this special episode, host Sam Bauman sits down with Shahir Ahmed, Vice President of Business Services at Neighborhood Development Center (NDC), to explore the groundbreaking Minnesota Promise Act, a $72 million grant program providing flexible funding to businesses in historically disinvested communities. Unlike previous programs, this one trusts business owners to make their own decisions, whether that's upgrading equipment, launching a marketing campaign, or anything else that will help them succeed. Shahir, who was once a student in NDC's training program himself, candidly discusses the systemic barriers facing entrepreneurs, from language and cultural differences to being labeled "unbankable" by traditional lenders, and how NDC's approach of "character lending" wrapped in technical assistance has seen promising results.  Throughout the conversation, one theme emerges: the small businesses NDC serves aren't just selling products or services, they're creating spaces for community connection, modeling what entrepreneurship looks like, and proving that place should not determine potential. Guest Info * Guest: Shahir Ahmed (he/him) * Neighborhood Development Center (NDC) (Website [https://www.ndc-mn.org/] • Instagram [https://www.instagram.com/ndc_minnesota/]) * MN PROMISE Act (Website [https://www.mnpromiseact.org/] • Instagram [https://www.instagram.com/MNPromiseAct]) Other Links: * Midtown Global Market [https://midtownglobalmarket.org/] * MEDA [https://meda.net/mnpromiseact] * Lake Street Council [https://www.visitlakestreet.com/] Send a text [https://www.buzzsprout.com/twilio/text_messages/2453491/open_sms] Host & Show Info * Host Name: Sam Bauman (she/her) * About the Host: Sam is the President of Mellowlark Labs [https://www.mellowlark.com], a Twin Cities-based small business consulting agency. She has a masters degree in counseling psychology, a field she worked in for several years before applying her skills in business, and is certified in Organization Development. Podcast Website [https://notsosmall.buzzsprout.com] Sound Editing By: Adam Rondeau Podcast Art By: Andy Bauman (website [https://cogitoprints.com/])

Lagoon: Ryan Hurley

Starting a business is way harder than running a 100-mile ultramarathon and Ryan Hurley has done both! In this episode, hosts Sam Bauman and Adam Rondeau visit Ryan at the Lagoon warehouse to learn about his sleep and fitness company that aims to help athletes optimize their rest through an often-overlooked piece of equipment: the pillow. Ryan shares his journey from NBC Sports to founder, including the moment he realized he needed to stop trying to sell to everyone and lean into the demographic he knew best. By positioning Lagoon as "the pillow for runners" and getting comfortable putting himself out there on social media, Ryan found his niche. He talks honestly about the challenges of entrepreneurship: losing friends and family money in the first year, the months of not paying himself, and the fine line between perseverance and stupidity. But he also celebrates the flexibility and joy of building a life he loves, even if it means making less money than he would in a corporate job. His advice? Do the work, know your numbers, and run your own race. Guest Info * Business: Lagoon * Guest: Ryan Hurley (he/him) * Links: Website [https://lagoonsleep.com/] • Instagram [https://www.instagram.com/lagoonsleep/] Community Shoutout * Business: Groveland Confections * Location: Minnetonka, MN * Links: Website [https://grovelandconfections.com/] • Instagram [https://www.instagram.com/grovelandconfections] Other Links: * The Drop (Believe in the Run) Podcast [https://podcasts.apple.com/us/podcast/the-drop/id1530996749] * Twin Cities Marathon [https://www.tcmevents.org/] Send us Fan Mail [https://www.buzzsprout.com/2453491/fan_mail/new] Host & Show Info * Host Name: Sam Bauman (she/her) * About the Host: Sam is the President of Mellowlark Labs [https://www.mellowlark.com], a Twin Cities-based small business consulting agency. She has a masters degree in counseling psychology, a field she worked in for several years before applying her skills in business, and is certified in Organization Development. Podcast Website [https://notsosmall.buzzsprout.com] Sound Editing By: Adam Rondeau Podcast Art By: Andy Bauman (website [https://cogitoprints.com/])

Fair Anita: Joy McBrien

In this episode of Not So Small, hosts Sam Bauman and Adam Rondeau sit down with Joy McBrien, founder of Fair Anita, a social enterprise partnering with 8,000 women artisans across nine countries to create handcrafted jewelry, gifts, and accessories. Joy talks about why she chose to structure Fair Anita as a for-profit public benefit corporation, how she's reimagining supply chains as communities rather than transactions, and what it means to prioritize people over profit. The conversation explores the real challenges of running a values-driven business, from cash flow struggles to staying committed to what matters most. Joy reflects on building a business rooted in collaboration and co-design, where artisan partners bring their own expertise, innovation, and genius to every aspect of the work. She shares how Fair Anita operates on genuine partnership rather than charity, and how starting from shared experiences created opportunities for mutual healing and community building. This episode explores what it looks like to run a business where supply chains are communities, not transactions, and how staying committed to those values shapes everything from product design to how success is measured. Guest Info: Fair Anita (Website [https://fairanita.com/] | Instagram [https://www.instagram.com/fair.anita/]) Community Spotlights: Global Mamas (Website [https://globalmamas.org/] | Instagram [https://www.instagram.com/global_mamas/]) Vetiera Fair Trade (Website [https://www.vetierafairtrade.com/] | Instagram [https://www.instagram.com/vetierafairtrade/]) Send a text [https://www.buzzsprout.com/twilio/text_messages/2453491/open_sms] Host & Show Info * Host Name: Sam Bauman (she/her) * About the Host: Sam is the President of Mellowlark Labs [https://www.mellowlark.com], a Twin Cities-based small business consulting agency. She has a masters degree in counseling psychology, a field she worked in for several years before applying her skills in business, and is certified in Organization Development. Podcast Website [https://notsosmall.buzzsprout.com] Sound Editing By: Adam Rondeau Podcast Art By: Andy Bauman (website [https://cogitoprints.com/])

Discussion: Small Business Matters

In this special episode of Not So Small, host Sam Bauman is joined by colleagues Adam Rondeau and Andy Bauman for a conversation about why small businesses matter and what we all stand to gain (or lose) by the choices we make as consumers. They explore the fundamental differences between small and large businesses, from the natural accountability that comes with small business ownership to the way local businesses drive innovation by solving problems big corporations overlook. The conversation digs into some of the economics and addresses the real pressures consumers face around convenience, price, and time. Throughout the episode, practical suggestions emerge for how to support small businesses: leaving Google and Yelp reviews, signing up for newsletters and loyalty programs, attending local events, talking about businesses you love, and being curious about new shops in your neighborhood. This episode is both a case for why small businesses matter and a practical guide for how to use your purchasing power to strengthen your community and create the kind of neighborhood you actually want to live in. Send a text [https://www.buzzsprout.com/twilio/text_messages/2453491/open_sms] Host & Show Info * Host Name: Sam Bauman (she/her) * About the Host: Sam is the President of Mellowlark Labs [https://www.mellowlark.com], a Twin Cities-based small business consulting agency. She has a masters degree in counseling psychology, a field she worked in for several years before applying her skills in business, and is certified in Organization Development. Podcast Website [https://notsosmall.buzzsprout.com] Sound Editing By: Adam Rondeau Podcast Art By: Andy Bauman (website [https://cogitoprints.com/])