I'm Margaret, and I never meant to start a company.

As I approached midlife, I found myself feeling distracted and aimless. I was navigating a new chapter in my career — one that felt equal parts terrifying and miraculous. I was learning on the fly, holding my breath half the time, and trying to figure out who I was becoming in the process. I felt scared, grateful, and overwhelmed all at once.

I looked to day planners, notebooks, mindfulness journals, and goal planners to help me organize my thoughts and be more productive. I tried notebooks, and planner after planner. Popular ones. Highly-rated ones. Each had pieces I liked, but none of them fit.

Some were too rigid. Some assumed I'd show up perfectly every single day. When I didn't show up perfectly? I felt like I'd failed — again.

And honestly? They felt like they were made for someone younger. Someone at an earlier stage. At 40, I felt reminded of how "late" I was starting.

I was Frustrated with the existing market of planners and journals that failed to meet my unique needs, I used my background in layout and printing to craft my own goal planner — blending motivation with functionality.

I needed smaller goals broken into tiny chunks, so even 1% progress felt like a win. I needed structure — but also flexibility, because life doesn't care about your to-do list. I needed motivation that didn't feel fake. And most of all I needed to give myself grace throughout my journey.

So I made my own.

I made one copy just for myself.

Then a friend asked for one. Then her coworkers wanted copies. What started as a personal project quickly evolved into a highly sought-after planning tool among friends and family. Word spread. And eventually, it became a blossoming business.