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the behavioral book

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It all started when…

I launched CataList (formerly BinderChecked, rebrand in August), a startup that leverages behavioral science research to catalyze and scientifically optimize productivity in the form of analog planners, the second week of my freshman year at Duke. I had been doing research for Dan Ariely’s Center for Advanced Hindsight and the research I was doing, regarding human irrationalities that surround productivity and inspiration, seemed not only highly applicable to my life, but my friends found it very applicable to their lives as well. Consequently, I decided to make a business out of it, and since launch have been recognized by ELLE, WWD, TLC and TV show Girl Starter on TLC & Discovery for its success.


final cork prototypes of rebranded and redesigned product & images of initial MVP

The timeline and progress of CataList as a company