Erin Hines Wants Women to Build Businesses That Don’t Cost Them Themselves

For most of her career, Erin Hines was the woman holding everything together. She managed, organized, anticipated, supported, and solved. From the outside, it looked like she had it all under control. But inside the constant doing, Erin was slowly disappearing.

She wasn’t unhappy, exactly. But she also wasn’t living the life she had imagined, especially after doing everything “right.” She had the business degree, the certifications, the promotions, and the experience overseeing high-stakes projects. Still, she couldn’t shake the feeling that the path she was on wasn’t one she wanted to keep walking for another 30 years.

With the help of a purpose coach, Erin began looking at her life differently. That reflection brought her back to her time as president of the Rose Float program at Cal Poly Pomona, where she led a 40-person team, managed a multi-six-figure budget, and helped build a float from the ground up that would eventually be seen by millions. That experience gave her clarity. She had loved it because she wasn’t just working hard. She was building something meaningful. And that was what she missed.

Around the same time, Erin bulged a disc in her back. But she was so afraid to take time off that she ignored her pain until she could no longer walk. Three weeks of bedrest gave her plenty of time to think, and eventually, to make a life-changing decision: it was time to start her own business.

Today, Darn Good Business Coach helps high-achieving women redesign the way their businesses operate so they can stop running themselves into the ground. Her work is rooted in a simple but powerful belief: women deserve to build careers and businesses around what they actually want, without guilt, burnout, or self-betrayal.

Read more of her story below.

Have you ever felt like you’re “different?” If yes, in what ways has this contributed to your journey as an entrepreneur?

I’ve always felt a little different. As a kid, I followed instructions 75% of the way and then went rogue. My first-grade class picture says it all, because I was also the tall girl who stood out whether I wanted to or not. Between being rebellious and being tall, I learned early how to make myself easier to digest so I wouldn't stand out as much or upset people. But I think that’s part of why I became so perceptive. 

When you grow up being different, you learn how to read the room fast and how to adapt—but you also start noticing things other people miss, like the patterns and gaps in why people act the way they do. Ultimately, that perspective shaped how I approach business and leadership. I’m not interested in helping people force themselves into someone else’s version of success. I’m interested in helping them understand how they actually work best so they can self-lead from there.

Has your definition of success evolved throughout your journey as a leader?

At first, my version of success was about helping people, but somewhere along the way, my focus shifted to money, followers, viral moments, impressing others, and working the hardest. While I did achieve some of those things, I also lost my sense of what made me fulfilled at the end of the day. I was only comparing myself to what other people told me success should look like. 

Today, my version of success isn't about proving myself, but about how present I am in my life. Am I just going through the motions? Am I actually listening to the person in front of me or just thinking about what I need to do next? Did I feel the sun on my skin as I stepped outside this morning? Being present has allowed me to show up better in all areas of my life and has made me a happier person! Now that I’m moving from a place of calm instead of constant future thinking, it ripples through everything I do.

Have you discovered any underappreciated leadership traits or misconceptions around leadership?

One of the biggest misconceptions around leadership is that the best leaders are the ones who can carry the most. Women, especially, are rewarded for being reliable, for always showing up, for always handling everything. Over time, that can quietly turn into over-functioning instead of leadership. That’s what happened to me! 

Honestly, I’m not sure I know anyone that deeply wants to be the most reliable one in the room. What we really want is to be respected.

To me, leadership is less about how much you can handle and more about who you are while you handle it. Are you grounded? Do you trust yourself? Can people feel that you respect yourself and your time? I use the phrase "Velvet Hammer” to describe leadership that’s strong and impactful but graceful and compassionate. You can get things done without losing yourself or others in the process.

What’s been the most unexpected part of your professional journey?

The deepest business work ended up being learning to trust myself instead of outsourcing every answer. I came in so confident but—wow, imposter syndrome stepped in! I had the expertise and experience to back me up, but I kept overriding my ideas because of all the noise in the world coming from “experts” with answers that felt safer. For over a year, I tried new methods and couldn’t figure out why I was seeing so little success. Then I stumbled on Human Design…  and it explained so much. 

At first, Human Design was very out of my comfort zone, but I dove deeper and deeper and eventually started integrating it into my work with clients! It made me realize that most people don't need more advice; they need a better understanding of how they actually operate. Today, this is what I focus on in my work. 

In the process of all of this, I learned another unexpected lesson: imposter syndrome really means I'm not being me enough. I wish I’d known that years ago! 

What would you tell your younger self if you were to start your professional journey all over again?

Stop trying to be certain before you move. Let it be messy. Experiment. Be okay with failure. Do what feels right even if you’re unsure if it will work. Embrace the ups and downs. Even if it doesn't make sense, be confident in your “no.” Above all, make sure there is space to think, even in times of chaos and feeling like you need to do more. Take time to breathe. That’s when the answer will come.

What’s next for you and your career?

I’ve been getting certified as a Success Codex specialist, which feels like a very natural next evolution of my work. A lot of us were taught that success is achieved by following the proven path, but most sustainable success comes from understanding who you are and how you naturally operate, then building from there. The Success Codex will help deepen my work—and since I believe in walking my talk, I'm going all in on following what my gut tells me, even when it feels scary or unconventional.