The GOOP Podcast: Cassandra Thurswell on The Power of Micro-Intentions
Release Date: February 18, 2025
In this enlightening episode of The GOOP Podcast, host Gwyneth Paltrow engages in a profound conversation with Cassandra Thurswell, the visionary founder and CEO of Kitsch. Cassandra delves deep into her entrepreneurial journey, the foundational principles of her brand, and the transformative concept of micro-intentions that have propelled her business to international acclaim.
1. Cassandra’s Entrepreneurial Journey
Cassandra Thurswell's path to success was paved with resilience and an unwavering commitment to serving her customers. From a young age, Cassandra exhibited an entrepreneurial spirit, assisting her parents with their orthodontic practice and later venturing into various business endeavors. Despite facing academic challenges due to dyslexia, she harnessed her determination to turn her ideas into reality.
Cassandra Thurswell [04:28]: "I always knew I wanted to be an entrepreneur, but I never had this idea that I would be recognized for it. It was just something that I wanted to do."
Her early ventures, including a small gift shop and a bamboo underwear line, provided invaluable lessons despite not achieving the desired success. These experiences taught her the importance of authentic connection with customers and the need to pivot based on genuine feedback rather than external validation.
2. Founding Kitsch
The inception of Kitsch was a natural evolution from Cassandra’s previous experiences. Frustrated with the existing hair accessories on the market, she sought to create products that were not only functional but also aesthetically pleasing and sustainable. Starting with hand-made hair ties, Cassandra meticulously crafted each product to ensure quality and consistency.
Cassandra Thurswell [27:12]: "I saw the product in the marketplace and the edges were all frayed, the sizing was inconsistent, it wasn't on cute packaging. I could make it cuter and singe the edges to prevent fraying."
The name "Kitsch" was inspired by her desire to encapsulate the brand's playful and vibrant essence, drawing from influencers like Sarah Blakely of Spanx. This strategic branding played a crucial role in establishing Kitsch's unique identity in the competitive beauty industry.
3. Business Philosophy and Strategies
Central to Cassandra’s success is her customer-centric approach and the implementation of micro-intentions. She emphasizes the importance of creating products that customers love and regularly reorder, ensuring both financial stability and brand loyalty.
Cassandra Thurswell [30:16]: "I wanted to make products that people loved and reordered. Reorders are the ultimate sign of success."
Her focus extends beyond mere product creation to fostering an organizational culture where employees take pride in their work. By maintaining a fully remote workforce and emphasizing clear communication and process transparency, Cassandra ensures that Kitsch remains agile and responsive to market demands.
4. The Power of Micro-Intentions
Cassandra introduces the concept of micro-intentions as small, deliberate actions that shape one’s mindset and drive success. By setting specific intentions before interactions, she aligns her actions with her desired outcomes, fostering a positive and productive work environment.
Cassandra Thurswell [55:15]: "The secret to having it all is knowing you already do. You can feel that way immediately by pretending like it's happening."
This practice not only enhances personal well-being but also strengthens team cohesion. Initiatives like "Fortunate Friday," where team members support each other's personal milestones through drawings, exemplify how micro-intentions cultivate a supportive and united workforce.
5. Product Development and Customer Feedback
Cassandra recounts the challenges faced during the launch of Kitsch's bar shampoo and conditioner. Her initial choice of patchouli fragrance received negative feedback, highlighting the importance of aligning personal preferences with broader customer tastes.
Cassandra Thurswell [37:21]: "I didn't ask other people, hey, what do you all think of this smell. It was such a passion product of mine."
Responding to this, she pivoted to more universally appealing scents like ginger, demonstrating Kitsch's commitment to listening and adapting based on customer feedback. This adaptability ensured that products remained relevant and beloved by their target audience.
6. Lifestyle Plan and Work-Life Balance
Cassandra’s business strategy is deeply intertwined with her personal lifestyle goals. By defining what success looks like for her both professionally and personally, she ensures that Kitsch supports her desired work-life balance.
Cassandra Thurswell [49:53]: "There were a few things that were non-negotiables, like taking walks with my husband every day."
This deliberate planning allowed her to build a company that not only thrived financially but also aligned with her values and personal happiness.
7. Company Culture and Remote Work
Embracing a fully remote model, Kitsch operates with a global team of 200 employees. Cassandra advocates for transparency and streamlined communication, believing that remote work can be an asset rather than a hindrance when managed effectively.
Cassandra Thurswell [53:29]: "We have employees all over the world, and we have 200 employees. We also do all of our own warehousing and fulfillment in downtown Los Angeles."
This approach not only broadens the talent pool but also fosters a diverse and inclusive company culture, pivotal for innovation and growth.
8. Conclusion: Embracing Micro-Intentions for Success
Cassandra Thurswell's journey with Kitsch underscores the transformative power of micro-intentions and a customer-first philosophy. Her ability to remain adaptable, listen to her community, and maintain a clear vision has cemented Kitsch's place in the beauty industry.
Cassandra Thurswell [55:29]: "The secret to having it all is knowing you already do."
Through intentional practices and a steadfast commitment to her values, Cassandra exemplifies how small, deliberate actions can lead to monumental success. This episode serves as an inspiring roadmap for entrepreneurs and business leaders aiming to cultivate meaningful and sustainable brands.
*For those inspired by Cassandra Thurswell’s insights on micro-intentions and entrepreneurial resilience, The GOOP Podcast continues to feature conversations with leading thinkers and changers shaping our culture and industries.