Meet about The Business of Cats: How Susan Michals Turned a Negative Stereotype into a Successful Brand
From Stereotype to Cultural Phenomenon
For decades, the “cat lady” stereotype embarrassed women into solitude, peculiarity, and deluging by scores of critters. Susan Michals saw, instead, a chance to turn this ancient negative stereotype on its head and create a movement. Today, she’s not only revolutionizing cat culture—she’s created a hugely successful business empire.
Nine Lives in the Limelight
Before becoming a cultural entrepreneur, Michals had a decade working in the entertainment and media sector. She was a journalist, casting director, and producer for major corporations like Vanity Fair and The Wall Street Journal. She had various roles at E! Entertainment on Keeping Up with the Kardashians and Live From the Red Carpet. She even collaborated with French producers on Cannes-premiering films.
But even in the midst of success, Michals heeded a truer voice—a whisper to transform her life’s passion for cats beyond a hobby.
Cat Culture, Redefined
She started the Cat Art Show in 2014, blending celebrity artists with cat art. It discredited past stereotypes, opening its doors to thousands of individuals who considered cats more than a joke, but as art and cultural ambassadors.
This was the success that would lead her to her next large idea: CatCon. CatCon debuted in 2015 and was a cultural phenomenon—a convention where cat lovers, celebrities, and brands come together. What started as a scatterbrained idea quickly grew into an entire ecosystem, with commerce, community, and creativity all under one roof.
Building the CatCon Universe
Michals directs CatCon with zeal and commitment. She’s a matchmaker, unifying celebrity cats with international brands, and thus businesses ranging from pet food titans to lifestyle firms to even carmakers can tap into cat culture. She is half agent, half manager, half curator in work terms—ensuring creators and brands are addressing real ways of communicating with audience members.
By placing cats on the pedestal of lifestyle rather than punchline, Michals made a niche fascination mainstream.
Why This Story Matters
Shattering stereotypes: She shattered the “cat lady” stereotype as a badge of courage and source of inspiration.
Business + storytelling: Michals demonstrates how passion at individual level can be upscaled to successful businesses.
Community first, please: CatCon works because it is community first, based on common passion, creating genuine relationships between fans, creators, and brands.
Self-reinvention: Her history proves that it’s never too late to change from one career to another and thrive.
Conclusion:
Susan Michals turned a stereotype on its head and created a cultural empire from it. From gallery receptions to international conferences, she’s taught the world that the most improbable concepts can start movements when desire is directed by strategy. Her life’s journey is a master class in innovation, reinvention, and the power of people to remake business and culture.
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