In order to launch her intimates and loungewear brand, Lively, Michelle Cordeiro Grant decided to do everything a little differently. In fact, some of her strategy turned convention on its head. She built up a community of fans and advocates before she had a product to sell–and made several other counterintuitive business decisions along the way to an $85 million acquisition very early in her startup’s life. She explains her motivations, inspirations, and the company’s turning points to host Christine Lagorio-Chafkin.