From Creator To Harvard Case Study: 4 Insights To Build Your Brand

Melissa Wood-Tepperberg's journey from wellness creator to thriving entrepreneur earned her recognition from one of the world's most prestigious institutions— The Harvard Business School.

Her entrepreneurial journey is now the subject of a three-year case study at Harvard, reflecting a growing trend among top business schools to incorporate the rapidly expanding creator economy—a $250 billion industry—into their curricula.

As creators continue influencing various industries, we can learn from their success. Here are four vital lessons from Wood-Tepperberg's case study that can help brands and creators thrive in today's digital landscape.

Lead with Authenticity

In 2015, armed with just 10,000 Instagram followers and a $24 tripod, Wood-Tepperberg began sharing her signature yoga and Pilates flows on Instagram, which she dubbed the Melissa Wood Method. As her brand grew on social media, she offered wellness advice, food tips, and post-natal insights, establishing herself as a multifaceted health expert.

True to her brand, Wood-Tepperberg shares personal parts of her life with her followers, too. "I've always stayed true to sharing the things I love—whether it's the food I eat, the ingredients I avoid, or the products I use, from my favorite shampoo and conditioner to the clothes I wear. And what I've discovered along the way is that the consumers want it all."

Her approach clearly works: on any given day, she posts 1-3 times and shares up to 15 Instagram stories, offering a glimpse into everything from her morning routine to what she's having for lunch. Whether it's a pilates flow on a New York City park bench or a quick arm workout in a hotel room using water bottles as weights, Wood-Tepperberg's authentic connection with her audience has helped her build a loyal community of over 1.2 million followers.

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"I got into this space to help people discover their strength through meditation and movement, says Wood-Tepperberg. From the moment I started, I was building a business—without even realizing it".

Her example proves you can build a thriving business by staying true to yourself.

Own Your Community

Building a business on social media comes with risks—like not owning your content (ahem, the impending TikTok ban), which could disrupt the livelihood and income of millions of businesses and creators. So, how can creators reduce the risk of losing access to the large groups of people fueling their business?

After cultivating a strong following on a popular fitness app, Wood-Tepperberg became the top creator on the platform, with subscribers glued to her workouts and guided meditations.

Aware of the risks of relying on a single rented platform, Wood-Tepperberg made a bold move: she transitioned from hosting her workouts on a popular fitness app to creating her own platform, MelissaWoodHealth.com.

"I sent a message to my subscribers saying, 'If you want to continue working out with me, go to melisswoodhealth.com,'" she recalls. "I converted over 2,000 people on launch day."

This shift gave her more control over her brand and safeguarded her business from the uncertainty of platform dependency.

Her advice to other creators? "While building your social media presence, you should also build your newsletter subscriber base. Many people overlook it, but if something were to happen, you'd have a direct way to communicate with your community."

Newer platforms like Substack and Beehiiv allow creators to send newsletters directly to their subscribers, providing valuable protection against the risk of losing an audience if a platform were to disappear.

For Wood-Tepperberg, the commitment to owning her audience has paid off: with an impressive open rate exceeding 80%, her email list is integral to her business growth.

Diversify Your Income Streams

Affiliate marketing is another cornerstone of Wood-Tepperberg's revenue strategy.

As she scaled her company, she recognized the opportunity to integrate product recommendations that aligned with her wellness philosophy. This offered genuine value to her audience while also allowing her to diversify her income.

"Affiliate marketing has given her the freedom to share creatively and organically," says Dylan Rudolph, Director of Brand Partnerships at Melissa Wood Health. "While brand partnerships can sometimes be restrictive, affiliate marketing allows flexibility—whether posting about a brand once or ten times a month."

Through her organic partnerships, Wood-Tepperberg has attracted the attention of brands like Act + Acre, Dream Recovery, and, most recently, Cotton. These collaborations have expanded her revenue base while maintaining the trust and loyalty of her followers.

Listen To Your Community

A decade later, Wood-Tepperberg has built a global wellness empire, with her community at the heart of everything she does.

She engages with her audience regularly, using polls and surveys on Instagram stories—whether selecting a time for an impromptu live workout or gathering feedback on new ideas. From her wellness app to her podcast, Move with Heart, the feedback from her followers has driven every step of her journey.

Her success proves that genuinely listening to your community is the secret to creating a lasting brand that endures over time.

Final Thoughts

Melissa Wood-Tepperberg's transformation from wellness creator to entrepreneur provides a powerful blueprint for today's creators: how to go from creator to successful business owner. She has built a thriving business by staying true to herself, focusing on community, and diversifying her income.

Her journey exemplifies how creators can leverage their unique voices to build successful and sustainable ventures as the creator economy grows. The message is clear for those looking to follow in her footsteps: stay aligned with your vision, listen to your community, and success will follow.