Intelligent Change

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Overview

Intelligent Change is a productivity and mindfulness company that creates journals, planners, and related tools designed to foster personal development and gratitude practices. The company is best known for The Five Minute Journal, a daily gratitude journal that has sold over 1 million units and is used by notable figures including Tim Ferriss and Hailey Bieber. The brand positions itself in the wellness and self-improvement market, offering science-backed products aimed at helping users develop habits around mindfulness, productivity, and personal growth.

History

Intelligent Change was founded in 2013 by Mimi Ikonn, an entrepreneur who previously bootstrapped and exited the hair extension company Luxy Hair. The company gained significant traction with the launch of The Five Minute Journal, which became a bestselling product with over 4 million users worldwide. The brand has expanded its product line to include additional planners and productivity tools while maintaining its focus on mindfulness and personal development.

Product Lines

Product Line	Positioning	Price Range
The Five Minute Journal	Daily gratitude and reflection practice	$25 - $35
Productivity Planner	Goal-setting and task management	$30 - $40
Quarterly Productivity Planner	Seasonal planning and progress tracking	$20 - $30
Gratitude Journals	Structured daily gratitude practice	$20 - $35
Intelligent Tuesday Newsletter	Free weekly personal development content	Free

Manufacturing

Manufacturing details are not specified in available sources. The company operates as an e-commerce business with products available through its website and retail channels.

Notable Products

The Five Minute Journal - A daily gratitude journal designed to be completed in five minutes, focusing on morning and evening reflection practices.
Productivity Planner - A comprehensive planning tool for goal-setting, task management, and productivity tracking.
Quarterly Productivity Planner - A seasonal planning journal for tracking progress and setting quarterly objectives.

Reputation

Intelligent Change products are generally perceived as effective tools for fostering mindfulness and positivity, with users praising the quality and variety of offerings. The Five Minute Journal has achieved mainstream recognition through endorsements by high-profile users and consistent sales performance. Customer reviews highlight satisfaction with product quality and design, though some users report mixed experiences with specific journal formats. The brand maintains a solid reputation in the personal development and wellness space as a legitimate, science-backed alternative to generic planners.

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