Joanna Griffiths (Founder, Knix): Why Building a Brand Isn’t Enough—You Need to Start a Movement

Mission Critical with Lance Chung

Building an incredible brand is one thing—leading it through an industry shift is another. Joanna Griffiths created Knix to disrupt the intimates industry, making inclusivity and body positivity the foundation of a global movement.

In this episode, Lance chats with Joanna about what it really takes to build a brand that lasts—and why simply selling a product isn’t enough anymore. Joanna opens up about navigating the challenges of scaling a business, staying independent in an era of multi-million-dollar acquisitions, and why she believes the body positivity movement is at risk of disappearing. Plus, we dive into the impact of the current Canada-U.S. trade tensions on entrepreneurs and what it means for the future of consumer brands.

Key Takeaways:

🔹 Disruption vs. Innovation: Why the most successful brands aren’t just filling a market gap—they’re changing consumer behavior.

🔹 The Truth About Body Positivity: Has the fashion industry quietly abandoned the movement in favour of Ozempic-fueled ideals?

🔹 The Reality of Leading Through Uncertainty: How global trade wars and shifting economic policies are making it harder than ever for Canadian entrepreneurs.

🔹 Fundraising With Integrity: Joanna’s unapologetic approach to weeding out bad investors—and why she refused to compromise on her vision.

🔹 The Future of Brand Loyalty: What today’s consumers really care about, and how businesses can stay relevant in a rapidly changing landscape.

This is a conversation about power, influence, and the new rules of leadership in an era of disruption.

🎧 Listen now!

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