Catching up with Dawn LaFontaine — lifelong animal lover, creator of Cat in the Box, and writer of the Kitty Contemplations blog — as she shares how a career crossroads sparked a mission to design cat‑first products that enrich indoor cats’ lives. From the science behind “why cats love cardboard boxes” to turning whimsical designs (milk cartons, cheese wedges, gingerbread houses) into award‑winning, cat‑safe products, Dawn reveals how purpose, empathy, and great customer service built a beloved brand.
In this episode, you’ll learn:
• How a personal pivot led Dawn to launch Cat in the Box.
• Advantages of starting a business at the age of 60.
• Practical advice for older entrepreneurs: start small, ship daily, join a community, and beat analysis paralysis.
• Why exceptional customer service is a competitive advantage.
