Meet Eric Sheinkop | CEO and Co-Founder

We had the good fortune of connecting with Eric Sheinkop and we’ve shared our conversation below.

Hi Eric, what do you attribute your success to?
The most critical factor behind The Desire Company’s success is our unwavering commitment to authenticity and trust. From the very beginning, we set out to build a brand that people could turn to for honest, unbiased advice. We understood that earning trust would take more than just producing great content; it would require ongoing transparency, consistency, and a deep commitment to serving the best interests of our audience.

A major reason we watermark every video with The Desire Company logo is to give shoppers a clear signal that they’re receiving trustworthy information. When shoppers see the seal, they know it’s real. This visual mark is our promise that every piece of content meets our high standards for expertise, honesty, and reliability, and that the guidance comes from genuine experts who have been carefully vetted.

Putting people first has always driven our approach. We make it a priority to listen closely to community feedback, vet the experts we feature, and continually refine our content to better serve our viewers. Within our team, we foster a culture of learning and curiosity, encouraging everyone to embrace new ideas and adapt as the landscape changes.

The relationships we have built with our audience, experts, brand, and retail partners form the backbone of our brand. By staying true to our values and consistently delivering honest guidance, we have earned the trust and loyalty of a growing community. Our focus on authenticity is what sets us apart in a crowded market and continues to propel our success every day.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The inspiration for starting The Desire Company came from a very personal place. I have always believed that consumers deserve better guidance and more transparency when making purchasing decisions. My own experiences as a shopper, feeling lost in a sea of conflicting reviews and generic advice, made me realize there was a real need for a platform where people could access genuine expertise from real, bonafide experts. I spent a lot of time reflecting on what was missing in the current landscape and how I could help bridge that gap.

This drive to create something meaningful was shaped early in my career by a crash course in disruption. I launched a record label just three months before Napster changed the music industry forever. Practically overnight, the traditional way people paid for music disappeared. As I managed artists and booked shows, I quickly learned that live performances had become one of the only reliable ways for musicians to earn a living. Then, during one of those shows, a conversation with a creative from Leo Burnett changed my perspective. He wanted to license a song for a campaign and explained that while consumers now expected music for free, brands still had to pay for it.

That moment opened my eyes to new possibilities. Though initially started as a music label, we built a new business connecting independent musicians with brands like Disney, McDonald’s, HBO, and Viacom. Coca-Cola came on board as a partner, and we brought music to global stages like the Olympics and the World Cup. The lesson was clear: even when an industry transforms, real value finds a way to endure.

As I started to shape the vision for The Desire Company, I carried this lesson with me. I knew I wanted to create something that put people first and could adapt to changing times. I wanted to build a space where real experts could share their knowledge in a way that was accessible and truly helpful. The goal was never just to sell products, but to empower individuals to make confident, informed choices. Every step, from assembling a team of passionate and knowledgeable experts to developing our unique video content formats, was guided by the desire to foster trust and authenticity. The process was both challenging and exhilarating, requiring considerable courage to leave the traditional path and pursue something new. Still, the idea of making a meaningful difference in how brands and retailers connect with consumers, as well as how people shop and learn, has been the driving force that keeps me moving forward.

Who else deserves some credit and recognition?
Before meeting my wife, I had no understanding of work-life balance. Everything was just jumbled together. I was aware of it, and I was ok with it. It wasn’t until my wife quit her job so that we could build The Desire Company together that we had to put in checks and balances into our work and personal lives. Having children and asking them not to have phones at the table while eating, etc. I realized I needed to do the same and set the right example. I saw how distracted they were when they had their devices and weren’t fully present in the moment. That was the inspiration for me to establish a better work-life balance. Balance to me is being able to be fully present in whatever you’re focused on in that moment. If it’s work, then there should be no guilt about focusing entirely on work. But when it’s family time, I put the computer and phone away and focus entirely on what’s happening in the present moment. It’s been a challenge, but it keeps me performing at my best with my family and with my work.

Website: https://thedesirecompany.com/

Instagram: https://www.instagram.com/the_desire_company

Linkedin: https://www.linkedin.com/in/ericsheinkop/

Facebook: https://www.facebook.com/thedesirecompany/

Youtube: https://www.youtube.com/@thedesirecompany

Other: The Desire Company LinkedIn: https://www.linkedin.com/company/thedesirecompany/

The Desire Company TikTok: https://www.tiktok.com/@thedesirecompany