Curtis Sullivan built his business on the science of a gentler goodbye... but the reason families choose him has nothing to do with science.

Dr. Curtis Sullivan is the founder of Eternal Tides, a pet aquamation service in the Fargo-Moorhead area. He's helped more than 600 families say goodbye to their animals, and he built the space they walk into with his own hands.

In this episode of Never Been Asked That, we get into:

• Why grieving families choose a person, not a process, and the bias his first customers revealed
• The pricing change behind "love doesn't have a weight limit"
• The no do-overs ethic, and the phone call that made it personal
• How grief shows up differently across generations, from first losses to final goodbyes
• Building goodbye by hand: reclaimed wood, memorial boards, and why int ...