Making Big Ideas Happen: How Katrina Spade Transformed the Funeral Industry Forever | E50

One day, while watching her baby somersault, Katrina Spade thought about how quickly time flies. Then it hit her like a ton of bricks that she would be in her 70s by the time he turned 40. This reflection sparked an interest in the funeral industry, ultimately leading her to design a new death experience. Despite facing legal hurdles and industry challenges, she founded the world’s first human composting company. In this episode, Katrina shares how she turned a simple grad school project into a groundbreaking business. She also highlights the key lessons she learned, from challenging norms to embracing big ideas.

Katrina Spade is the founder and CEO of Recompose, the world’s first human composting company. Combining her background in architecture with a deep respect for nature, she created an eco-friendly alternative to traditional funerals.

In this episode, Ilana and Katrina will discuss:

- How a grad school project sparked a revolutionary idea

- Balancing big ideas with practical execution

- Translating design skills into business 

- Telling your story to test your ideas

- Why ‘perfect’ is the enemy of ‘good’

- How she quit her job and funded her dream

- Attracting investors who believe in your vision

- Building a reputation with intention and strategy

- Breaking legal barriers to disrupt death care

- And other topics…

Katrina Spade is the founder and CEO of Recompose, the world’s first human composting company, which offers an eco-friendly alternative to traditional burials and cremation. With a background in architecture and sustainable design, she created a groundbreaking method to transform human bodies into soil. In 2019, she successfully advocated for the legalization of human composting in Washington, and by 2020, Recompose had opened its first facility. Katrina has been featured in major outlets like NPR, Fast Company, and The New York Times. She is also a recipient of prestigious fellowships from Echoing Green and Ashoka.

Connect with Katrina:

Katrina’s LinkedIn: https://www.linkedin.com/in/katrina-spade-37047439/ 

Katrina’s Instagram: https://www.instagram.com/katrinaspade/ 

Resources Mentioned:

Recompose: https://recompose.life/ 

Big Magic: Creative Living Beyond Fear by Elizabeth Gilbert: https://www.amazon.com/Big-Magic-Creative-Living-Beyond/dp/1594634726 

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