Libie Motchan grew up in New York City, studied math and psychology at a tiny Minnesota liberal arts college with no business major, and spent her early career in consumer marketing, first at an agency, then at IBM running digital media and brand health. What she learned there was that she could not survive bureaucracy and red tape. What she also developed, hunched at a desk in unsupportive shoes, was back pain. She treated it the way most people in their 20s do: painkillers, massages, foam rolling, all symptom and no cause. Then a chiropractor rearranged how she saw her own body. Your shoes have no arch support, he told her, and that misalignment travels up from your feet to your knees, hips, and back. The fix he offered was a $500 pair of custom orthotics. At 26, she walked out. The drugstore alternative was squishy gels and foams built for a m ...