109 Michelle Cordeiro Grant: Founder & CEO of Lively

Community Building

Michelle Cordeiro Grant, founder of Lively, revolutionized brand development by involving the community in the process. She leveraged social media platforms like Facebook and Instagram to build a brand collaboratively with women across America, rather than relying on traditional focus groups and large budgets 1. This approach not only provided proof of concept but also created an immediate audience. Michelle explains, "It's not, you know, Michelle building this brand, it's actually a community of women across America building a brand together."

It's not, you know, Michelle building this brand, it's actually a community of women across America building a brand together.

--- Michelle Grant

By listening to the conversations and interests of these women, Lively organized events that fostered human connections, which became the core of the brand's identity 2.

   

Ambassador Impact

Lively's ambassador network played a crucial role in the brand's rapid expansion across the United States. Within 45 days of launching, the company shipped to every state, driven by organic marketing efforts and the enthusiasm of its ambassadors 3. Michelle emphasized the importance of creating a two-way relationship with these ambassadors, focusing on highlighting individual stories rather than just promoting the brand. "It had to be about meet Morgan, meet Tiffany, me, you know, all of these incredible women we were meeting digitally," she noted.

It had to be about meet Morgan, meet Tiffany, me, you know, all of these incredible women we were meeting digitally.

--- Michelle Grant

This strategy not only empowered the ambassadors but also strengthened the community-driven ethos of Lively, making it more than just a lingerie brand.