Emma Grede Details Building Billion-Dollar Brands in New Book ‘Start With Yourself’

Emma Grede, the founding partner of Skims and co-founder and CEO of Good American, sat down with Bloomberg's Francine Lacqua to discuss her debut book, Start With Yourself: A New Vision for Work and Life. In the candid conversation, as featured in Bloomberg's "Leaders with Francine Lacqua" podcast and a related video interview, Grede shares the unvarnished realities of building billion-dollar brands, from the chaos of her $1 million launch day to the "radical honesty" she champions in leadership.

Grede pulls back the curtain on entrepreneurship, emphasizing that success demands enormous hard work and sacrifice, far removed from the glossy Instagram images of dinner parties and influencers. According to the Bloomberg discussions, she describes starting a business as relentless hustling behind the scenes, not the superficial trappings that often dominate perceptions. Her book, already buzzing on social media with endorsements from stars like Kerry Washington and Diane von Fürstenberg, offers practical tools drawn from her real experiences, positioning it as a actionable guide rather than mere inspiration.

A key theme in Grede's message is taking ultimate responsibility for one's thoughts, attitude, learning, and failings—no excuses allowed. She argues for starting with what you can control to unlock meaningful success on your own terms, a framework she unpacks in the book to reshape thinking on work and life. This mindset has propelled her through collaborations with the Kardashian family, helping shape culturally influential brands like Skims, now valued at $5 billion and eyeing an IPO, and Good American.

Grede also challenges conventional wisdom on leadership roles and work culture. She advises founders to question if they should be CEO, noting that in owner-operated businesses, true power comes from calling the shots without the title—her husband Jens Grede serves as Skims' CEO, while she leads Good American. Dismissing remote work as "career suicide" and asserting that three hours with her kids suffices amid her ambitions, she pushes women to boldly discuss money and prioritize self over pervasive "mom guilt."

These views have sparked headlines, with outlets like Fortune highlighting her "hot takes" on ambition, power, and rejecting the obsession with marketing glamour over profit and shareholder value. Grede's principles resonate in an era of influencer-driven business, where she positions herself as a modern executive advocating personal accountability.

The timing of the book and interviews underscores Grede's expanding influence, including recent ventures like partnering with Kristin Juszczyk on Off-Season sports merch. As Skims prepares for potential public listing, her insights matter for aspiring entrepreneurs navigating high-stakes branding in a social media age.

Looking ahead, Start With Yourself equips readers with a no-nonsense blueprint for professional and personal growth, encouraging a shift from external validation to internal drive. Grede's story illustrates how bold, honest leadership can build empires, offering lessons for anyone aiming to thrive amid today's work-life pressures.