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Erika Crandall

Sep 29, 2026

1:32
I remember going to your office and looking around and thinking, wow, Erica is just so disciplined and organized and which actually I want to go into the details of how you got to be who you are.
1:44
I got my MBA back in 2013 and I just fell in love with the idea of ownership and starting something from scratch and wearing all the hats and doing it all myself.
1:57
I always thought if I'm going to be successful, it has to be something I'm passionate about.
2:03
I just didn't know what.
2:05
My very first business venture, I decided to start a home-based bakery, and I had never baked or made cakes or decorated anything.
2:16
I decided to take some cake decorating classes, and I surprised myself.
2:22
I actually did really well.

9 MINS LATER

11:26
I wonder, what does leadership mean to you now versus before you started the business?

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