Emma Grede: Beyond Celebrity CEO—The Real Story of Leadership, Sacrifice, and Success

Emma Grede, co-founder of major brands like Skims and Good American, is redefining what it means to be a CEO in today’s world. At Adweek’s Social Media Week, she pushed back against the label of 'celebrity CEO,' emphasizing her journey of hard work, leadership, and the value of her team.

Grede’s new book, Start with Yourself: A New Vision for Work and Life, dives into the realities of success, including the sacrifices women face and the importance of presence in the workplace. Her message resonates with anyone striving for meaningful career growth while balancing life’s demands.

From Early Hustle to High Stakes Leadership

Emma Grede’s path to becoming a powerhouse CEO was paved with relentless effort. Starting work at age 12, she experienced every rung of the ladder—from selling Fendi bags to leading her own marketing agency. This hands-on background fuels her empathetic leadership style, where she deeply values every team member’s contribution.

“You need everybody along the way, and I think that that understanding, that empathy, makes me a good leader.”—Emma Grede

Breaking Down the ‘Impossible Standards’ for Women

In her book, Grede confronts the unrealistic expectations placed on women to 'do it all.' She openly discusses the trade-offs she makes, such as missing school drop-offs and social time, to achieve her version of success. Her honesty offers a refreshing perspective on balancing ambition with real-life sacrifices.

• Does not take kids to school every day
• Sees friends less often than desired
• Prioritizes presence at work over remote flexibility

Why Showing Up Matters More Than Ever

Despite the rise of remote work, Grede insists that physical presence is crucial for career advancement. She believes that extraordinary careers demand extraordinary effort, which often requires being visible and available in person. Beyond work, she highlights how meaningful relationships and life’s richest moments happen through community and face-to-face connections.

“The point of life is to be in community with people... It’s all the amazing conversations that I’ve had, all the gossipy moments.”—Emma Grede

Empowering the Next Generation to Take Action

Grede encourages young professionals, especially Gen Z, to challenge limiting social conditioning and take bold steps early in their careers. She stresses that success comes not from perfect decisions but from consistently making decisions and staying in motion, which builds resilience and confidence.

“It’s not about those that make the best decisions. It’s people that make the most decisions.”—Emma Grede

Looking Ahead: A New Vision for Work and Life

Emma Grede’s insights offer a powerful blueprint for redefining success on one’s own terms. Her emphasis on empathy, presence, and honest trade-offs challenges conventional narratives and inspires a more authentic approach to leadership and life balance. As the workforce evolves, her message encourages embracing both the challenges and rewards of building a meaningful career.