Ep 307 | Michelle Cordeiro Grant

Written By Yasmin Nouri

How to Create an Abundance Mindset, Go from Idea to Launch, and Break Free from Perfectionism

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Michelle Cordeiro Grant is the founder and CEO of Gorgie, a better-for-you, clean energy drink created by women, for everyone.

Michelle is an incredible entrepreneur who sold her first business, Lively, for over $100 million in just three years. Shortly after, she felt the urge to build a new brand and dive back into the entrepreneurial world. That’s when she noticed a significant gap in the market for accessible, health-focused energy drinks. This realization sparked the idea for her next venture, Gorgie—a clean energy drink brand inspired by strategies from the beauty and fashion industries. Driven by a community-first approach, Michelle crowd-sourced feedback through social media and surveys, transforming six months of dedication and innovation into a vibrant product that blends wellness with enjoyment. Today, Gorgie’s bold cans represent energy and fun, embraced by a diverse community—from fashion lovers to fitness enthusiasts and professionals across industries—proving that wellness can be stylish, inclusive, and accessible for all.

In this week’s episode, we sit down with Michelle to discuss her journey from leaving a corporate career to launching her first business, inspired by the birth of her daughter. She shares what motivated her entrepreneurial leap, the value of "living in beta," and embracing imperfection. Michelle opens up about the emotional process of selling Lively and how community feedback was pivotal in shaping her latest venture, Gorgie. She also provides practical, approachable strategies for turning an idea into a tangible product. We delve into the challenges of product development, navigating both direct-to-consumer and retail landscapes, and the importance of building a strong, growth-oriented team. Michelle also discusses the power of cultivating an abundant mindset, her hacks for staying focused and optimistic, the role of mentorship in her success, and so much more.

Show Notes:

  • Living in beta allows for growth and exploration. [03:28]

  • “We make our own rules.” Michelle's mindset for life and business. [05:45]

  • Letting go of perfection can lead to unexpected success. [07:16]

  • The power of mindset shifts throughout the day. [10:34]

  • Selling her first business, Lively, and resetting her life goals. [13:03]

  • Michelle’s passion for building and creating. [14:31]

  • The origin story of Gorgie. [16:47]

  • From idea to product: Engaging communities through surveys. [19:11]

  • Getting into Whole Foods. [20:53]

  • Key components of a strong brand. [22:42]

  • Building confidence and a powerhouse team. [25:12]

  • “Proximity is power.” Lessons from Tony Robbins. [28:06]

  • Product launches and iterative growth. [29:50]

  • Navigating DTC and retail sales channels. [36:58]

  • Challenges of hypergrowth. [40:12]

  • Michelle’s hiring approach. [43:18]

  • Problem seekers vs. problem solvers. [45:09]

  • How Michelle keeps an abundant mindset. [46:53]

  • Prioritizing family and meaningful relationships. [52:53]

  • Being comfortable with imperfection; Is the “wrong way” really wrong? [56:24]

  • Letting go and trusting your team. [57:16]

  • Future plans for Gorgie. [57:55]

This episode is brought to you by Beeya:

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  • Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10

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Ep 306 | Alisa Vitti