Ever wondered what it's like to build, sell, and then buy back your own company?
You're in for a masterclass in resilience, strategic planning, and personal growth with today's guest, Cathryn Lavery.
Cathryn is the powerhouse behind BestSelf Co., a brand that revolutionized goal-setting with its innovative journals.
In this episode, we dive into her journey—from crowdfunding her first journal and raising over $300K in just a month, to navigating embezzlement, partnership struggles, and ultimately selling and re-acquiring her business.
And if that wasn’t enough, we also chat about how Cathryn’s products are helping people connect with themselves, their goals, and even their families (hello, Intimacy Deck).
Click >>PLAY<< to hear all of this and:
(00:04:30) The one thing you need to build before launching a successful crowdfunding campaign.
(00:06:04) How to set up rewards to keep your crowdfunding campaign simple.
(00:07:24) How backers can supercharge your campaign.
(00:08:46) The details of Cathryn's first crowdfunding victory.
(00:10:58) How to navigate the game of logistics after a successful crowdfunding campaign—because the hard part comes next.
(00:12:51) The key to setting up your timelines and delivering on customer expectations.
(00:13:31) How to know when it’s time hire help.
(00:16:03) How Cathryn got invited to Tony Robbins’ event?
(00:17:01) What Cathryn learned during her experience in Fiji with top mentors.
(00:19:16) The marketing strategies you need to implement to accelerate your scaling process.
(00:19:59) How to innovate in a category packed with competition.
(00:28:07) Why being a problem-based company trumps being product-focused.
(00:28:47) What happens when business partnerships go south.
(00:34:22) Bouncing back after uncovering embezzlement. Cathryn details the legal battle and how she fought to protect her company.
(00:42:03) What happens after you sell your business. Cathryn opens up about the personal projects she took on and the shift in her mindset.
(00:46:20) Why Cathryn decided to take back the reins at BestSelf.
(00:49:57) How AI is helping Cathryn streamline her business operations in ways that save time and money.
Listen to Related Episodes:
- Creating Brand Loyalty, Social Media Virality, and User-Generated Content with Michelle Cordeiro Grant
- How to Identify and Lead A, B, and C Players for Business Success
- Why You’re Not Making Progress In Your Business
Connect With Cathryn:
- Instagram: https://www.instagram.com/cathryn.lavery/
- Check out BestSelf (Use Code JASMINE for 20% off): https://bestself.co/
Click >>PLAY<< to listen now!

Cathryn Lavery
Cathryn Lavery is a serial entrepreneur, 2019 Inc 500 member, and the founder of BestSelf Co. After accepting a job as an architect in NYC, the company delayed Cathryn’s start date by 6 weeks, so she sold products on Shopify to make ends meet and continued after her full time job started. To organize her busy life, she designed a productivity journal that raised over $322,000 in 34 days on Kickstarter, and BestSelf Co was born. The company has expanded into a brand of carefully curated journals and conversation card decks designed to help you live the life you want. Endorsed by Shark Tank's Daymond John, BestSelf Co won Shopify’s Build a Bigger Business competition, received mentorship from Tony Robbins, and sold over $45 million in product before being acquired in 2022. Cathryn just repurchased the company earlier this year and is looking forward to having a do-over and applying the lessons she's learned over the years.