Chris Danton and Kirsten Ludwig — Founders of IN GOOD CO

If Thelma and Louis were reincarnated, it’s quite possible they’ve come back in the bodies of Kirsten Ludwig and Chris Danton. As partners and co-founders of IN GOOD CO, Kirsten and Chris have crafted badass strategies for companies like Pinterest, Zappos, and Mars, helping them stand out in crowded industries. In this conversation, we dive into their trend-filled Substack —GOOD THINKING —where they reach over 15,000 C-suite executives and creatives worldwide. We also discuss their unapologetic philosophy on brand building where they’re not afraid to challenge their clients to embrace change. Throughout the episode the duo share examples of how courage and fearlessness drive their work—whether in creative partnerships or navigating the chaotic world of rebranding.