Kitsch CEO Says This 'Secret Trick' Is Key to Her Success: It 'Puts You in a Mindset of Being Proactive'

February 11, 2026

TL;DR

Cassandra Morales Thurswell launched Kitsch with her life savings in 2010 and now leads a brand with over $300 million in yearly sales.
Thurswell credits her success to 'visualization and mindset' techniques, inspired by her basketball coach.
She uses 'future journaling,' writing about her goals as if they have been accomplished, to maintain a proactive mindset.
An example is her 2018 journal entry about getting Kitsch into Target, which mirrored the 2024 reality.
Neuroscientist Erin Clabough confirms that writing down goals enhances memory, motivation, and intention setting.

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