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The Business Expert: How To Build A Brand In 2025! They're Lying To You About Work-Life Balance!

The Business Expert: How To Build A Brand In 2025! They're Lying To You About Work-Life Balance!

41 segments available

Emma Grede is the founding partner behind the globally successful brands like SKIMS with Kim Kardashian, Good American with Khloé Kardashian, and Safely with Kris Jenner. She was named one of Forbes ‘Richest Self-Made Women in America’.  ▫️ How to build a winning brand strategy in 2025, what actually works in today’s market ▫️The key hiring traits behind her billion-dollar teams and why grit and adaptability beat experience ▫️ Why hustle culture isn’t toxic and how ambition fuels Emma’s business growth and company culture ▫️The leadership frameworks she uses to scale fast and build high-performance, mission-driven teams ▫️How she grew SKIMS and Good American without design skills: by doubling down on vision, execution, and speed ▫️Why every founder must zoom out and audit their business regularly, or risk scaling failure instead of success 00:00 Intro 02:17 Becoming Emma Grede 03:58 Acting as the Mum and Raising My Siblings 11:06 My Dream Was Always Fashion 12:20 Understanding Money Attachment Styles 14:32 Emma's Recipe to Achieve Anything 17:55 Customer Feedback 19:30 The Importance of Reliable Decision Partners & Mentality Shifts 21:38 Do People Need Mentors to Succeed? 24:06 The One Skill That Made Me an Entrepreneur 26:09 The Three Most Important Words for Career Advancement 27:25 Does Working in an Office Make Employees More Successful? 31:11 Traits of Future Successful People 33:32 Interview Red Flags & Work-Life Balance 39:32 Can You Be Successful and Have Work-Life Balance? 40:58 You Can't Be a Leader and a People Pleaser 43:51 Being Cancelled as a Leader and Public Figure 46:29 Racism and Sexism in the Business Industry 50:56 Dealing With Business Struggles and Crises 53:33 Top 3 Valuable Practices for Founders 55:58 Don't Get Stuck, Keep Fresh Eyes 57:15 Brands Copying Other Brands 01:00:42 Advice for People With Unsupportive Partners 01:05:45 Meeting Kris Jenner and Pitching to Her 01:12:05 Pitching to Khloé Kardashian 01:12:43 Turning an Idea Into a Business 01:14:23 Strategies Deployed in Business 01:16:24 Building a Brand Strategy in 2025 01:21:11 First Principles of Business 01:25:59 How to Become the Best Salesperson 01:33:01 Learning How to Fire People 01:37:17 Attracting Top Talent to Your Company 01:39:37 What a Founder Shouldn't Do in Business 01:41:33 Hiring Exceptional People 01:45:42 Prejudices in the Workplace 01:49:09 Why Prejudices Shouldn’t Limit Anyone 01:50:39 How to Stop Giving a F*** 01:54:16 When Do Successful Women Have Children? 01:56:01 My IVF Journey and Miscarriages 02:00:30 The Taboo Around Surrogacy, Freezing Eggs & Pregnancy 02:04:51 Emma Grede's New Podcast ‘Aspire’ 🃏 The Diary Of A CEO Conversation Cards (Second Edition): ⁠https://thediary.com/products/the-conversation-cards-2nd-edition 📧 Get email updates: ⁠https://manage.kmail-lists.com/subscriptions/subscribe?a=QSijwy&g=UmhJ8p ⁠ 📣 Think like a CEO - join the 100 CEOs newsletter: https://bit.ly/100-ceos-newsletter Follow Steven: ⁠https://beacons.ai/diaryofaceo?_branch_match_id=1443935875697260069&utm_medium=marketing&_branch_referrer=H4sIAAAAAAAAA8soKSkottLXTzcqzTHQSywo0MvJzMvWT89zL%2FQx8Sz29k6yrytKTUstKsrMS49PKsovL04tsnXOKMrPTQUAG23N%2FTwAAAA%3D Follow Emma:  Instagram - ⁠https://www.instagram.com/emmagrede/?hl=en⁠  Good American - ⁠https://www.goodamerican.com/⁠ SKIMS - ⁠http://skims.com/⁠ Safely - ⁠https://getsafely.com/⁠  Aspire With Emma Grede Podcast - ⁠https://podcasts.apple.com/us/podcast/aspire-with-emma-grede/id1811878340⁠ Sponsors: "Vanta - https://vanta.com/steven Bon Charge - http://boncharge.com/diary?rfsn=8189247.228c0cb with code DIARY for 25% off"

Segments Timeline

1
0:00 - 2:18
2:18 duration494 words

Intro

"Work life balance is your problem. It isn't the employer's responsibility. Look, I have four kids and I had to figure out how I would think about my own ambition balanced with my parenting. That's the..."

2
2:18 - 3:58
1:39 duration313 words

Becoming Emma Grede

"when I ask that question, I'm looking for the characteristics that were most formative in creating the woman that is Emma. What a great way to start. I think that that's a great question for me becaus..."

3
3:58 - 11:08
7:10 duration1491 words

Acting as the Mum and Raising My Siblings

"you're the oldest of four sisters. I am indeed. How did that shape you? I think in a really big way. You know, I have a pretty interesting relationship with my mom. You know, my dad left when we were ..."

4
11:08 - 12:21
1:13 duration238 words

My Dream Was Always Fashion

"doing. I have an ability to get better at what I'm doing, right? Like to constantly get better at whatever it is that I'm focusing on. And then I have an ability to drown out and kind of disregard the..."

5
12:21 - 14:32
2:10 duration510 words

Understanding Money Attachment Styles

"important. I think getting outside of your head is like really important because so many people have dreams and ambitions and ideas, but it just exists here. Like what I do is a lot of action. Like I ..."

6
14:32 - 17:55
3:23 duration734 words

Emma's Recipe to Achieve Anything

"your customer says is true because it's true to them. And so what I do is like of course we have a balanced view. We try to like speak to as many customers. We're doing giant surveys and you take you ..."

7
17:55 - 19:30
1:34 duration360 words

Customer Feedback

"clothes shops. And when I got my first real job in an office in a fashion show production company, I was 18 years old. So I've had a salaried job in a place that was working towards something that I f..."

8
19:30 - 21:40
2:10 duration454 words

The Importance of Reliable Decision Partners & Mentality Shifts

"I'd be in the meeting I'd be like I have two other questions for you. It have nothing to do with the work that we're doing or the you know whatever brief I was there to deliver and I'd ask a question...."

9
21:40 - 24:07
2:27 duration520 words

Do People Need Mentors to Succeed?

"to the that next place. And is that grit an ember that life blew on? Because I wonder if I'd gone back and I'd met Emma at 18 years old whether she would have said it like to me like that. No, Emma at..."

10
24:07 - 26:10
2:03 duration383 words

The One Skill That Made Me an Entrepreneur

"Have you ever seen someone go from what should we call it? What's the opposite of grittiness? Floppy. I don't know. I don't know what the opposite of grittiness is, actually. Um I soft I guess. Yes. L..."

11
26:10 - 27:26
1:15 duration304 words

The Three Most Important Words for Career Advancement

"had this woman that sat behind me and I would take notes of everything she said. That happened in real time, right? She would walk out of the room and I'd be on my next new business call saying her li..."

12
27:26 - 31:13
3:46 duration756 words

Does Working in an Office Make Employees More Successful?

"in the role that they're at now before they're going to go anywhere else. So that's the first thing to say. But I don't think it's any I I again I have hire much more for attitude over experience, rig..."

13
31:13 - 33:32
2:19 duration467 words

Traits of Future Successful People

"work life balance, you have to be profitable. The company has to be, you know, in line with, if not beating its competition. We have to be able to run an efficient business to give people what they ne..."

14
33:32 - 39:32
6:00 duration1212 words

Interview Red Flags & Work-Life Balance

"have to work a little bit more. That's the truth. Like, what are we talking about here? We're gonna lie to everyone. Do you work five days a week, Stephen? No, babe. You're working on a Saturday and a..."

15
39:32 - 40:59
1:26 duration287 words

Can You Be Successful and Have Work-Life Balance?

"interesting incentive that the employee has where they can they can pop back. And so if if you fire me from your company, Emma, and you know, I didn't feel so good when I was there, I now have you by ..."

16
40:59 - 43:51
2:52 duration503 words

You Can't Be a Leader and a People Pleaser

"through various things in different companies where you've had to you know downsize or let people go and things that are really unfortunate and that's just part of the course of business. Now are you ..."

17
43:51 - 46:29
2:37 duration565 words

Being Cancelled as a Leader and Public Figure

"when in London in ITV the first time I had to do like a meaningful downsizing of the agency and I had to fire like you know it was a small agency. I had like 60 people and I fired 15 people in one day..."

18
46:29 - 50:57
4:27 duration1004 words

Racism and Sexism in the Business Industry

"I think there's a lot of business owners that can relate to holding on to all of that pressure themselves, cash flow issues, the uncertainty around the business, and you know, they internalize it, the..."

19
50:57 - 53:35
2:38 duration557 words

Dealing With Business Struggles and Crises

"customer seeing I go like in store I really try to understand that what is everybody else like what are customers truly experiencing from this brand and then it's really about looking objectively at w..."

20
53:35 - 55:58
2:23 duration386 words

Top 3 Valuable Practices for Founders

"business partner invested alongside somebody else that I bought in in my first company. Then I married him. Um then we had four kids together and it has been an unbelievable relationship and one of th..."

21
55:58 - 57:16
1:18 duration246 words

Don't Get Stuck, Keep Fresh Eyes

"like cheerleader husband, but you need somebody that at least supports your belief in yourself so that you can go off and do what you need to do. But I don't know that there's any big secret. The secr..."

22
57:16 - 1:00:42
3:25 duration657 words

Brands Copying Other Brands

"IDC white paper found that companies using Vant save over $535,000 a year, and it pays for itself in just 3 months. For a limited time, my community gets $1,000 off Vanta at vanta.com/stephven. That's..."

23
1:00:42 - 1:05:45
5:03 duration1058 words

Advice for People With Unsupportive Partners

"cash was taking was crossing hands. So for me it was this new interesting part of the business that I had to figure out how to monetize. So fast forward I did a couple of deals and instead of you know..."

24
1:05:45 - 1:12:05
6:20 duration1238 words

Meeting Kris Jenner and Pitching to Her

"slit as high, cuz you know what? We bet she does. If we make a teeny tiny fluorescent pink bikini, we're going to make it in every size and we'll let the decision be down to the woman. And it turns ou..."

25
1:12:05 - 1:12:45
0:39 duration137 words

Pitching to Khloé Kardashian

"think about where we started eight years ago and where we are in the middle somewhere we became BC Corp certified and that was another like real push for the company it was very very very heavy liftin..."

26
1:12:45 - 1:14:23
1:38 duration301 words

Turning an Idea Into a Business

"company are about it being about our customers and the people that work for work there and whatever is true to them being the most important thing. And so that has really evolved over time. How old ar..."

27
1:14:23 - 1:16:24
2:00 duration328 words

Strategies Deployed in Business

"worked with people in one company and been able to bring them into another company and another and I start almost a lot of things with like a similar group of people and I love that because they fill ..."

28
1:16:24 - 1:21:11
4:47 duration1010 words

Building a Brand Strategy in 2025

"women, for men, for everybody to cultivate that particular skill and how did how did you cultivate it? Oh, I I think it's one of the most important things. You know, when I think about who I am invest..."

29
1:21:11 - 1:25:59
4:47 duration1027 words

First Principles of Business

"higher. Yeah. I think there is some truth to it. I mean, look, I I don't know that I even had an idea of how high high was, you know, and I think that it's perspective and your environment that gives ..."

30
1:25:59 - 1:33:02
7:03 duration1460 words

How to Become the Best Salesperson

"problems in a business, right? Like and when you get successful, you've got to allow yourself and your team to be equally critical. Even when everything's going well and even if the bottom line's well..."

31
1:33:02 - 1:37:18
4:15 duration891 words

Learning How to Fire People

"sometimes it can be the company that can make people great. You can have a truly exceptional person in a kind of dysfunctional company and then they don't do as well, right? Like you can bring in some..."

32
1:37:18 - 1:39:38
2:20 duration430 words

Attracting Top Talent to Your Company

"even walk into the room because of that stereotype threat. Mhm. It could be age it could be race, it could be gender, it could be anything else. It could be a a disability. And I just wonder how you t..."

33
1:39:38 - 1:41:36
1:58 duration325 words

What a Founder Shouldn't Do in Business

"I really worry that people will internalize other people's prejudice and then limit themselves. Yeah. And I think this is a very different Listen, you and I speak as two British people right? I've liv..."

34
1:41:36 - 1:45:44
4:07 duration803 words

Hiring Exceptional People

"such high it's not that I don't care. I just have such a high value on how much I care about what I think that maybe what other people think just kind of like pales into insignificance for me. That th..."

35
1:45:44 - 1:49:11
3:27 duration663 words

Prejudices in the Workplace

"you know, going fantastic. I decide baby number three. Come off the pill again. And I'm like waiting. I'm waiting again. And it doesn't happen. And so I'm like, honey you need to go and get yourself c..."

36
1:49:11 - 1:50:39
1:28 duration261 words

Why Prejudices Shouldn’t Limit Anyone

"biggest thing that anyone can ever do. You're like, "What? Like this is so crazy." Um, and it was amazing. I had like such a profound, incredible pregnancy with this amazing, wonderful woman who beyon..."

37
1:50:39 - 1:54:17
3:37 duration726 words

How to Stop Giving a F***

"was just something that I couldn't I couldn't bear in that moment. Are there any like are there decisions that you wish you'd made or is there something you'd wish you'd known? Because we don't talk a..."

38
1:54:17 - 1:56:01
1:43 duration365 words

When Do Successful Women Have Children?

"bloody difficult and it's not how you think. Thank you. Thank you for talking about that because there, as you say there's not enough people that talk about it. And actually, had I not had the the acc..."

39
1:56:01 - 2:00:31
4:30 duration858 words

My IVF Journey and Miscarriages

"when we had to like walk like from the studio to the bar where everyone was doing that thing and you know it's like inundated with people and questions and people just wanted like just get like this o..."

40
2:00:31 - 2:04:51
4:20 duration795 words

The Taboo Around Surrogacy, Freezing Eggs & Pregnancy

"people. But it's not lost on me that like the older I've gotten, just seeing someone that you can that makes you realize that that brings down those like limiting beliefs that you have or that society..."

41
2:04:51 - 2:06:18
1:26 duration242 words

Emma Grede's New Podcast ‘Aspire’

"anything because even the biggest mistakes like these people would they'll always love me like it's totally fine whatever I do. So it's like I would say that that's a beautiful thing. Emma thank you s..."