Michelle Lam's "a-ha" moment struck in the fall of 2011 in a fairly unlikely spot: a department store fitting room.
"I had to replace my bra," Lam explained to CNBC in 2015. "I tried on about 20 bras in this trial-and-error process all the while thinking, 'Wow, every single bra makes me look like the worst I could possibly look.' And not only that, 'Why doesn't somebody do something about this?'"
She never considered that she might be the person to bust up the intimate apparel market. A self-described technology investor and data geek, Lam had worked at Bain Capital Ventures, Microsoft Corporate Strategy and the Boston Consulting Group. But a few months before Lam stepped into that lingerie changing room, she quit her job at Bain, moved to San Francisco with her husband and decided to change careers. She simply had no idea what she wanted to do.