Michelle Cordeiro Grant On How to Connect with Customers

9 to 5ish with theSkimm

theSkimm

Entrepreneurship, Careers, Business

4.7 • 1.9K Ratings

🗓️ 23 February 2022

⏱️ 29 minutes

🔗️ Recording | iTunes | RSS

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Summary

Ever worn a really uncomfortable bra and thought “Who even invented this?” Michelle Cordeiro Grant was one of those people. She worked for major lingerie and underwear brands before starting her own, Lively, after she saw how other brands didn’t put their customer - or comfort - first. And it turns out: flipping the script worked. Lively sold out of inventory in its first two weeks. And in 2019, Lively was acquired for a casual $105 million dollars. This week, we talked to Michelle about how to listen to your customers. In this episode, Michelle shares: Her philosophy on marketing How to connect with customers How to make yourself be more extroverted in business How to learn on the fly

Transcript

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0:00.0	Forget social, forget television, marketing is just humans telling humans something to
0:06.2	also.
0:08.4	And so that's really how we built the brand early on.
0:11.6	At the end of the day, how do you just get humans to get excited to tell another human?
0:17.1	I'm Carly Zaken and I'm Danielle Weisberg.
0:20.1	Welcome to 9-5-ish with the skin.
0:22.8	We've run into so many questions over the years and had so many moments where we needed advice
0:29.0	and we got it from women who'd been there.
0:32.6	And that's what we're bringing you with this show.
0:34.7	Each week we're helping you get what you want out of your career by talking to the smartest
0:39.0	leaders we know.
0:40.5	Because we know your work life is a lot more than 9-5.
0:44.3	Alright, let's get into it.
0:48.9	Today our guest is Michelle Cordero Grant.
0:52.3	Michelle started her fashion career working on loungewear and bras and was previously a
0:57.2	senior merchant for Victoria's Secret.
1:00.1	But in 2016, she left to launch her own direct to consumer underwear and braw company,
1:06.4	lively.
1:07.4	And by 2019, lively was acquired for $105 million.
1:12.8	Now lively also makes swimwear, loungewear, and activewear.
1:17.7	Michelle, welcome to the show.
1:19.5	Thank you so much for having me.
	...

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