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
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Host & Show Info
Podcast Website
Sound Editing By: Adam Rondeau
Podcast Art By: Andy Bauman (website)
