Challenge: Brand and launch the Michelle Obama Podcast, which follows the former First Lady and those closest to her as they open up on topics that everyone deals with - from relationships to right-now reality, and everything in between.

Strategy: Invite listeners to join a new, more personal type of conversation. Michelle Obama is starting a new chapter, and this time it’s all about speaking authentically (even vulnerably). To change the conversation, sometimes you have to start a new one.