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You’re In Good Company Says Kirsten Ludwig

kokou adzo



Kirsten Ludwig IN GOOD CO

First of all, how are you and your family doing in these COVID-19 times? 

Kirsten Ludwig: We are doing well. Thank you for asking. The hardest part has been homeschooling a 6 and a 9-year-old. For sure, teachers should be paid a million dollars a year.

Tell us about you, your career, how you founded IN GOOD CO. 

Kirsten Ludwig: I started IN GOOD CO in 2015 after some intense agency experience and being on the brand side for much of my career. I believe heavily in the partnership of the two but did not see the working model I aspired to. So I created it.

How does IN GOOD CO innovate? 

Kirsten Ludwig: We innovate in EVERYTHING we do. First off, we are based on zero assumptions and 100 questions – we have no office, unlimited vacation, and weekly mental health check-ins based on asking ourselves “what we want the culture to be” vs. assuming it was anything we had seen or experienced before.

We innovate in the way we work with our clients. We co-create vs. produce a deliverable. Every engagement we have is different, unique to the client and brand. We start over every time, as every problem and need are different. It might be a bit of extra work, as nothing is “cookie-cutter” or “templatized,” but we wouldn’t have it any other way.

How the coronavirus pandemic affects your business, and how are you coping?

Kirsten Ludwig: It has been hard. Many of our clients got scared and put a stop on all engagements or potential engagements at first. We have had to furlough and then lay off some of our team. We have done everything transparently, with the team’s involvement and with a lot of communication. 

But we have also had more thoughtful and connected engagements with clients than ever before. Companies really understand the importance of purpose like never before, and the pandemic has only accelerated the speed and importance of this.

Did you have to make difficult choices, and what are the lessons learned?

Kirsten Ludwig: We are very optimistic, and no doubt believe something beautiful will come of this. We are simply the chrysalis waiting to be the butterfly. But damn sure taking a lot of time, and we are ready to fly. But understand everything takes time and that the changes, though hard, are for the better. We are learning how to be comfortable with the unknown.

How do you deal with stress and anxiety, how do you project yourself and IN GOOD CO in the future?

Kirsten Ludwig: Personally, I deal with it by meditating, exercising, and openly communicating. I truly believe we will be better for this in the future and try to stay in tune with my knowledge at all turning points.

Who are your competitors? And how do you plan to stay in the game?

Kirsten Ludwig: Most of our competitors are larger “agencies” who have suddenly adopted the mission of “purpose.”

Your final thoughts?

Kirsten Ludwig: Stay safe, sane, and above all, brave!

Your website?

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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