Erica Cerulo & Claire Mazur of 831’s Second Act: Building a Story Into a Universe

In this episode of The Two Percent, 831 Founders Claire Mazur and Erica Cerulo discuss their second act as builders, and how they’re turning a breakout novel into a scalable intellectual property platform with 831 Stories. Rather than treating the book as a singular product, they share how they’re designing a story-driven universe built for long-term expansion across community, commerce, and culture. They unpack the strategic decision to prioritize direct audience relationships over traditional publishing pathways, why they view community as core infrast… Video by YouTube channel.