Sarah Lacy is at AllThingsD 10 where superstars like Tim Cook, Larry Ellison, and her favourite writer of total Facebook fiction, Aaron Sorkin, are being grilled by hosts Kara Swisher and Walt Mosberg.

In the first of her behind-the-scenes video interviews with D10 speakers, Sarah talks to to Michelle Lam, CEO and co-founder of True&CO. The two discuss how Lam launched very personalized approach to online bra shopping and how she differentiates her brand from the competition in the $12B industry.