Every once in a while you meet someone who is so unapologetically themselves that just being near them gives you permission to be your full self as well. Kirsten Ludwig is that person. Co-founder of the brand agency In Good Co, veteran of Ralph Lauren, American Eagle, Anthropologie, Fred Siegel, and Stella & Dot, and co-creator of the 17,000-subscriber Substack Good Thinking — Kirsten's career reads like a masterclass. But that's not why Meghan invited her on the show. She invited her because Kirsten is the kind of woman who, at a fancy CEO summit years ago, stood up and mama-beared Meghan (then five weeks pregnant and dying inside) out of a conversation after a man wouldn't stop talking. That story opens the episode — and it's the perfect setup for everything that follows. This one is about the courage to stop shrinking. Kirsten's signature framework — lean into the cringe — is the idea that the uncomfortable, courageous move almost always pays off tenfold what you were avoiding. She and Meghan get into the two-week maternity leave she still carries shame about, the friendship-based business partnership with her co-founder Chris, the "one pizza can feed" team philosophy at In Good Co, and the permission slip that all of us need to hear. Quick heads up: Kirsten and Meghan 100% set a new Unbehaved record for cursing in this one. If that's your love language, buckle in. If it's not your vibe, no hard feelings — this one might not be your jam. WHAT WE COVER The CEO-summit cold-open story — Meghan five weeks pregnant, a man accusing her of looking bored, and Kirsten standing up to mama bear her out of the situation Lean into the cringe — Kirsten's signature framework: the uncomfortable, courageous move almost always pays off tenfold what you were avoiding Why "you can have it all and balance it all" is complete BS — and how to make the trade-off intentional instead Kirsten's arc from fashion in-house (Ralph Lauren, American Eagle, Anthro, Fred Siegel) → Stella & Dot → building an experiential agency from 30 to 230 people → founding In Good Co The Stella & Dot contrast: coming from a boys-club culture where meetings ran until 7 or 8 PM (because no one wanted to go home) into a company run by "badass women" who got the work done by 5:30 because they had families waiting The two-week maternity leave shame — Kirsten as chief creative officer taking only two weeks with her daughter, and why the regret isn't about the bond but about the example she set for everyone watching How In Good Co became a B Corp before Kirsten even knew what a B Corp was "One pizza can feed" — In Good Co's team-size philosophy The COVID pivot to a curated contractor model — and why it makes the work better The business partnership with Chris — friendship-based first, "we do the work in it," and the "beautiful soup" of talking about everything without limits How Good Thinking (the 17K-subscriber Substack) became a media platform without ever intending to Working with brands like Sex with Emily — and why the real unlock is shame → okay → empowering The Fordham "light too bright" moment — the student who told Meghan she was always afraid her light was too bright Kirsten on turning 50 and giving zero f***s — and why that's actually about leaning into your truth, not not caring The permission slip: "Ask for forgiveness, not permission. Don't even think about permission. Do the thing that lights you up." About the Guest Kirsten Ludwig is the co-founder of In Good Co, a B Corp brand agency, and the co-creator of Good Thinking, a 17K-subscriber Substack and podcast on brand, trends, and culture. A veteran of Ralph Lauren, American Eagle, Anthropologie, Fred Siegel, and Stella & Dot, she now works with brands like Sex with Emily on the conversations most people are too afraid to have. PULL QUOTES "The more that I lean into what I call the cringe — the uncomfortable moments — that is where I find the beauty. And on the other side is tenfold whatever I've experienced prior." — Kirsten Ludwig "This idea that you can have it all and balance all the things is complete b******t. Somebody's always gonna lose. So at least make that decision intentional." — Kirsten Ludwig "The shame doesn't come from that I don't feel bonded with my daughter. The shame comes from being that example. The fact that I, as chief creative officer of this agency, was an example to all of these women and men to say, this is okay." — Kirsten Ludwig on taking two weeks of maternity leave "You didn't have to be an a*****e to make money. You could be a good f*****g human and also make money. Two things can be true." — Kirsten Ludwig "We always wanted to be the size of team that one pizza can feed." — Kirsten Ludwig, on In Good Co's team philosophy "We do the work in the relationship. Something comes up, we don't let it fester. We bring it up. It's a beautiful soup of all the parts and pieces, and there isn't anything that's off limits." — Kirsten Ludwig on her partnership with co-founder Chris "Let's remove the shame — and not only remove it and make it okay, but let's make it empowering. And how do we do that, and how do you create inspiration within all that? Those are the conversations. That's the unlock." — Kirsten Ludwig "I just wanna have a conversation and talk heart to heart. I don't wanna have this b******t exterior. It's gonna be one of those conversations that you can feel something — versus like, 'well, I've accomplished this and I've done this.' Great, but tell me about you." — Kirsten Ludwig "I want people to live their best life. Have the most fun, have the most sense of freedom, do all the things. Whatever is your truth. And to show people — like, shine f*****g bright, babe." — Kirsten Ludwig "Ask for forgiveness, not permission. That's it. Don't even think about permission. Do the thing that lights you up. And if someone calls you on it, deal with it then." — Kirsten Ludwig's permission slip CHAPTERS 00:00 — Cold open: "I want people to live their best life... shine f*cking bright, babe." 00:29 — Meghan's intro: who Kirsten is, why she invited her on, and a language heads-up 02:21 — The CEO-summit story: five weeks pregnant, a man droning on, and Kirsten's mama-bear rescue 03:40 — Lean into the cringe — Kirsten's signature framework 04:55 — Motherhood, intentionality, and why "you can have it all" is b******t 06:01 — What keeps Kirsten clear on her intention: the ongoing self-evolution work 07:20 — The stories Kirsten has had to unlearn 07:38 — The Stella & Dot vs. boys-club contrast — and the two-week maternity leave shame 10:48 — How In Good Co started (and how her prior agency imploded after a successful sale) 12:41 — Finding the courage to leave the C-suite treadmill 16:25 — Reimagining success around autonomy and freedom 19:05 — Building the company: B Corp from inception, the "one pizza can feed" team, the COVID pivot 23:59 — The business partnership with Chris — friendship first, "we do the work in it" 26:43 — Fashion, body image, and refusing to shame yourself for wanting to look and feel your best 29:41 — Working with Sex with Emily and other counterculture brands: from shame → okay → empowering 32:22 — Leaning into the cringe + naming the shame both require vulnerability 34:18 — The Fordham "light too bright" moment 36:36 — The likability conversation: hitting 50 and giving zero f***s 38:19 — What Kirsten wishes we'd talked about: the personal and work journey are one 40:15 — Meghan's four-year-old daughter, sensitivity as a superpower, and reparenting yourself 41:56 — The permission slip: ask for forgiveness, not permission 42:28 — Where to find Kirsten (Substack, LinkedIn) 42:56 — Meghan's four Unbehaved Lessons of the Day RESOURCES MENTIONED People + companies referenced: Kirsten Ludwig — co-founder of In Good Co, a B Corp brand agency Stella & Dot — the "badass women" company that hired Kirsten at five months pregnant and gave her three months of maternity leave Sex with Emily / Emily Morse — one of the brands Kirsten works with; a masterclass in shame → empowerment B Corp — the certification In Good Co has held since inception CONNECT WITH KIRSTEN In Good Co Substack: Good Thinking — 17,000+ subscribers on brand, trends, and culture Podcast: Good Thinking (via the Substack) LinkedIn: Kirsten Ludwig CONNECT WITH MEGHAN & UNBEHAVED Book: This Isn't Working — available wherever you buy books Website: meghanfrenchdunbar.com Substack: subscribe for weekly insights + tools for building a better relationship with work Podcast: Unbehaved — new episodes weekly wherever you get podcasts FULL TRANSCRIPT [Editor's note: Lightly cleaned for readability. Preserves original voice + delivery.] Kirsten Ludwig (00:00): I want people to live their best life. Have the most fun, have the most sense of freedom, do all the things. Whatever is your truth. Everybody's truth is different. The life I lead is too crazy or whatever for a lot of people — they don't want to lead that life. Cool. But whatever their version is, I want to give people permission or inspiration or whatever it might be to lead their best version of that. And I think that's exactly what you do. And to show people — like, shine f*****g bright, babe. Meghan French Dunbar (00:29): Hello, lovely human. My name is Meghan French Dunbar, and welcome to Unbehaved. You just heard from the force of nature that is Kirsten Ludwig. Kirsten's the co-founder of In Good Co — a B Corp certified brand agency — and her professional background is pretty much a laundry list of the who's who in the fashion world: Ralph Lauren, Anthropologie, Stella & Dot, and many more. But her impressive career isn't why I invited her on the show today. I wanted to talk to Kirsten because she's someone I've always looked up to. She and I met a number of y