“When she met and fell in love with Paulo, a fellow student in grad school, Lima wasn’t interested in becoming a wife; she wanted to build an empire. She wrote in her bestselling book Believe IT, “I grew up believing that men hold women back, and that belief transitioned into the conviction that I didn’t want to get married.”17 Yet she was so in love with Paulo that, sensing deeply that she belonged with him, she surprised herself by answering yes when he proposed. “My intuition [to marry Paulo] shocked the heck out of me. . . . I set aside my fear and doubt to follow it.”18 Together, they worked on the business plan for her company while traveling for their honeymoon in 2007.”