Cathryn Lavery of BestSelfCo Interview About eCommerce, Shopify & Amazon, and Crowd Funding Products

Cathryn Lavery started as an architect before turning a simple notebook idea into a multi-million dollar business. Her Best Self Journal launched on Kickstarter, funded in 28 hours, and grew into an 8-figure company.

Why This Worked So Well

• She nichified journaling with a 13-week format—short enough to finish, long enough to feel meaningful.
• The product solves real problems: procrastination, overwhelm, and lack of focus.
• The campaign used strong social proof—endorsements from Shaq, Daymond John, and raving Amazon reviews.
• She built a movement, not just a product, around goal setting and productivity.

Real-World Examples

• The Best Self Journal raised $322k on Kickstarter in its first campaign.
• Five Minute Journal sold millions by emphasizing quick wins for gratitude.
• Panda Planner leveraged “science-based productivity” to hit $10M+ in sales.

A clear promise, tight format, and social cred—that’s the trifecta behind this hit.