Raised in Northern Ireland, Cathryn's path was unconventional. After studying in England and Scotland, she aimed to reach New York City. At 23, she moved solo—first as a summer intern, then returning after her master's to start her architecture career.

While working at architecture firms, she was quietly creating systems to manage her chaotic mind. These solutions would later become the foundation of something bigger.

Designing for a Brain She Didn't Yet Understand

"Growing up, I constantly heard I had potential," Cathryn recalls. "But it felt like everyone else had figured out how to do life while I was always running to keep up. Something was missing, and I couldn't quite put my finger on what it was."

Moving to the United States introduced Cathryn to personal development—a concept she hadn't known. "Learning about personal mastery, habits, and systems felt like finding missing puzzle pieces. I started designing my life in ways I never knew were possible."

Eager to share her learning, Cathryn began documenting her journey on her LittleMight blog. "I kept thinking how much further along I could have been if I'd known these things earlier," she says. What started as personal exploration turned into over 11 years of sharing insights about productivity and personal growth.

Cathryn didn't discover she had ADHD until age 31—a year after her Self Journal was already helping thousands organize their lives. She had unknowingly created the perfect tool for her neurodivergent brain.

Using her architectural training, prototyping, and iteration, she designed a productivity system for people who think differently. The Self Journal's 13-week sprint structure was engineered to maintain focus and create natural completion points.

This ADHD diagnosis explained many of her life experiences and opened new areas for product development. After discovering research showing people with ADHD experience higher divorce rates, Cathryn's focus expanded to creating relationship tools. In 2019, BestSelf launched the Intimacy Deck—developed with psychologists and relationship therapists. The goal was creating something that felt like a game while helping couples communicate better.

Since then, the company has expanded its relationship products to include tools for parent-child connections (the Little Talk Deck) and other relationship types. This evolution reflects a core insight: intentional time invested in relationships is crucial, especially for people with ADHD. The company's product line has often followed Cathryn's personal journey and curiosity.

A Journey of Building, Learning, and Coming Home

What started as a modest Kickstarter campaign with a $15,000 goal exploded into a $322,000 phenomenon in 34 days. Under Cathryn's leadership, BestSelf Co. won both Shopify's prestigious business competitions consecutively (the only company to do so), and ranked #318 on the Inc. 500.

After years of growth came a perfect storm. "The tumultuous few years of COVID, having my first baby, and navigating postpartum while running the company left me exhausted," Cathryn explains. In 2022, she sold BestSelf Co. to private equity—not because she wanted to be rid of the company, but because she desperately needed a break after years without one.

"After seeing life beyond an exit, I realized the grass wasn't greener," Cathryn says. "I missed the creativity, problem-solving, and creating the products I wanted to see in the world."

In a full-circle moment, Cathryn bought back her company just 14 months later in early 2024. It was more than a business decision—it was about reclaiming the purpose and soul of the brand she built from scratch.

Building a Business That Matters, Not Just One That Scales

Today, BestSelf Co. embraces a clear mission: helping people design lives they don't need to escape from. "Coming back to the business gave me a chance to rebuild with purpose at the center," Cathryn explains.

"What started as my personal quest for better systems has evolved into something more meaningful," she reflects. "We're creating tools that help people work with their minds, not against them."

Every product at BestSelf Co. reflects this philosophy—tools engineered for real transformation, designed by someone who understands the challenges they address.

Cathryn runs BestSelf Co. from Austin, Texas, where she lives with her partner and daughter. "My journey from Northern Ireland to New York to Austin taught me that productivity isn't about doing more—it's about creating space for what matters most."