The Business of Surprise: Building a 10-Year Travel Brand, Letting Go of Control, and Redefining Success with Lillian Rafson

What if the best thing for your business and your life was learning how to let go of control? In this episode of Women Talk Fierce , we sit down with Lillian Rafson, founder and CEO of Pack Up + Go, the wildly successful travel company that plans surprise vacations across the United States. From launching the company at just 23 years old with zero travel industry experience to building a nationally recognized brand featured on Inc.’s Female Founder 500 and Travel + Leisure’s A-List, Lillian shares the real behind-the-scenes journey of entrepreneurship, burnout, growth, delegation, and rediscovering what success actually means. This conversation is packed with wisdom for entrepreneurs, founders, mothers, and women trying to build businesses that support their lives instead of consume them. We also dive into: Why “Start With Why” may actually be hurting entrepreneurs The difference between growth and sustainable success The power of delegation and operational support How social media can distort our definition of achievement The importance of defining personal goals before building a business Why healthy businesses do not always need explosive growth What it takes to build a company that can operate without you And of course, we talk about surprise vacations, incredible customer stories, travel disasters, and how Pack Up + Go became one of the most unique travel concepts in the country. In This Episode, We Cover: How Pack Up + Go plans surprise vacations The story behind launching the company at 23 The accidental business idea that changed everything Burnout, hospitalization, and learning to delegate Building systems that allow founders to step away Entrepreneurship advice that does more harm than good Why clarity matters more than hustle How to build a business aligned with your real goals Key Takeaway: Success is not about chasing someone else’s definition of growth. It is about building a business and life that actually align with what you want. Connect with Lillian Rafson & Pack Up + Go: Website: https://www.packupgo.com Instagram: @packupgo_travel TikTok: @packupgo_travel Facebook: Pack Up + Go Connect with Women Talk Fierce: Website: www.womentalkfierce.com