From Scrapbooking Crisis to Creative Empire

What if your weekend crafting hobby could become a million-dollar business? For thousands of entrepreneurs using Cricut’s creative platform, this isn’t just a dream—it’s reality. In our latest Mountain West Capital Network Podcast episode, Miranda and Jim from Cricut reveal how they transformed a struggling scrapbooking company into a billion-dollar public company that’s changing lives across 50 countries.

The Platform Strategy That Created Creative Millionaires

Back in 2011, Cricut was hemorrhaging money with their old cartridge-based system. Customers could only make flowers if they had the flower cartridge, Mickey Mouse designs if they had the Disney cartridge. The limitations were strangling creativity and profits alike.

The transformation began when leadership shifted from a product-focused to a platform-focused strategy. By connecting their cutting machines to the internet and creating an endless digital library of over one million makeable designs, Cricut unleashed unlimited creative possibilities for their users.

“We’re seeing this platform grow more and more, so it’s less about the product and more about the platform,” Jim explains in the podcast. “I truly believe it doesn’t matter what language you speak, what state or country you live in, everybody is creative.”

This platform approach has created something remarkable: a community of creative entrepreneurs who build thriving businesses from their kitchen tables. From custom t-shirts for local sports teams to personalized greeting cards sold on Etsy, Cricut users are transforming passion projects into profitable ventures.

Innovation at “Cheetah Speed”

One of Cricut’s core mantras is “cheetah speed”—a philosophy that perfectly balances strategic patience with decisive action. As Jim describes it, “A cheetah is not sprinting all the time. A cheetah very much with a method and studying its prey will take its time and assess the landscape to go after its goal.”

This approach recently paid off with the launch of their Cricut Maker 4 and Explorer 4 machines, which cut up to twice as fast as previous models. For entrepreneurs running home-based businesses, this speed improvement is a game-changer—imagine producing 30 custom t-shirts in half the time, or creating twice as many greeting cards for your online store.

Building Culture That Attracts Top Talent

Cricut’s success isn’t just about technology—it’s about creating a culture where employees “act like owners.” Miranda, who leads HR at Cricut, emphasizes how this ownership mentality transforms everything from decision-making to customer service.

“How can I take a look at my role and figure out how it contributes to the greater good of the company?” Miranda asks in the podcast. This perspective shift from departmental thinking to company-wide impact has helped Cricut maintain incredibly low leadership turnover while attracting top talent from across the country.

Their unique company mantras, like “put the stinky fish on the table” (encouraging difficult but necessary conversations) and “don’t be a clock watcher” (focusing on passion over hours), create an environment where innovation thrives.

The Utah Advantage for Creative Companies

Why does Cricut thrive in Utah? Miranda and Jim highlight several key advantages of being headquartered in Silicon Slopes rather than Silicon Valley:

  • Access to values-driven talent who balance high performance with family priorities
  • Lower cost of living that allows employees to afford homes and start families
  • Quality of life benefits with easy access to outdoor recreation and shorter commutes
  • Strong entrepreneurial ecosystem that supports collaboration over competition

“There’s that value system of balancing the respect and the candor and also the focus on family as well as personal interest,” Miranda notes, explaining how this balance helps employees bring their best selves to work.

Giving Back While Growing Forward

Cricut’s commitment to community impact isn’t just good corporate citizenship—it’s smart business strategy. Their teacher partnership program provides classroom supplies and curriculum, creating future customers while supporting education. Their international breast cancer awareness campaigns demonstrate how profit and purpose can align.

These initiatives have helped Cricut expand into 50 countries while maintaining authentic connections with local communities and causes that matter to their users.

The Future of Creative Entrepreneurship

As Cricut continues expanding globally with 5.89 million active users and growing, they’re proving that the future belongs to platforms that empower individual creativity. Whether you’re a stay-at-home parent looking to supplement income or an entrepreneur seeking your next venture, the creative economy offers unprecedented opportunities.

Ready to hear the full story? Listen to Miranda and Jim’s complete interview on the Mountain West Capital Network Podcast on Spotify and Apple Podcasts, where they share detailed insights on platform strategy, crisis leadership, company culture, and building businesses that change lives while generating serious returns.

The creative revolution is here—and it’s more profitable than ever.

Connect with Cricut: Visit cricut.com, follow them on LinkedIn, Instagram, Facebook, TikTok, Pinterest, and YouTube, or explore their platform at designspace.cricut.com