Social Connection

Gina Greenwood and Chloe La Rosa created their conversation decks in response to the social isolation that persisted past Covid lockdowns. Greenwood told us that she noticed “a growing void in genuine human connections,” and that she and La Rosa wanted to help bridge this gap by providing a tool that facilitates meaningful conversations. And so, the Kickback Club was born – a company that sells decks made up of 100 carefully-crafted conversation cards. In addition to their main product line, the San Francisco-based co-founders also offer customers the option to create their own bespoke decks – allowing individuals and businesses alike to create conversation cards tailored to their specific personal or professional needs. Here's our lightly edited Q&A with Gina Greenwood, from The Story Exchange 1,000+ Stories Project. How is your business different from others in your industry? Our combined background in brand strategy and experiential design informs our product development – ensuring that each deck is not only engaging, but also strategically crafted to enhance social interactions. Unlike many conversation decks that prioritize entertainment, we are focused on fostering genuine connections through deep discussions. Tell us about your biggest success so far. Launching on online marketplace Faire. It's been incredibly rewarding to see our products reach new states and make their way into more brick-and-mortar locations. What is your top challenge and how have you addressed it? As our audience expands, maintaining meaningful engagement with customers becomes crucial. We need to ensure that our messaging resonates and that we’re fostering a sense of community, even as we grow. Entering new states and stores means adapting to different customer preferences and regional cultural nuances – understanding and catering to these differences can be a challenge. Have you experienced any significant personal situations that have affected your business decisions? My co-founder and I both got married this year. With our business being less than a year old, it was important for us to prioritize our personal lives. However, this decision temporarily halted our momentum during a critical phase of our growth. What is your biggest tip for other startup entrepreneurs? Understanding your supply chain is key. Know who you are buying from, and ensure you have a partner in each step along the way. How do you find inspiration on your darkest days? We do what we do because we believe in it. Never stop believing in yourself. What is your go-to song to get motivated on tough days? We have Kacey Musgraves playing in the background of most team meetings. Who is your most important role model? Belgian therapist and author Esther Perel inspires us through her profound understanding of relationships and her ability to articulate the complexities of human connections. Her emphasis on the importance of intimacy, desire and communication resonates deeply with our mission, as fostering meaningful conversations is at the core of what we do. Instagram: @kickbackclub.coTikTok: @kickbackclub.co Share your story! Check out our Advice + Tips for entrepreneurs starting-upWatch our latest videosSubscribe to our podcast

Social Connection

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