There’s something magnetic about hearing a woman like Emma Grede talk about business.
Her words slice through the noise — no sugar, no filters, just straight truth. The kind of truth that humbles you, ignites you, and reminds you that no one ever feels ready.
For those who don’t know her name yet: Emma Grede is the British-born entrepreneur and CEO who co-founded Good American with Khloé Kardashian, became a founding partner of SKIMS with Kim Kardashian, and later launched Safely, a line of eco-conscious home care products with Kris Jenner. She’s also the first Black woman to serve as a guest investor on Shark Tank — a detail that perfectly captures her blend of elegance, fearlessness, and grit.
What makes Emma unforgettable isn’t just her success — it’s the way she thinks about business. She built her empire from the ground up, with no safety net, no inherited wealth, and no room for excuses. Her journey is proof that clarity, conviction, and courage will always outperform perfection. Below are her ten golden rules — timeless lessons for anyone ready to build, lead, and own their voice in business. Each rule is both a truth bomb and a challenge: to stop waiting for “ready,” and start moving now. 🖤
1. Start.
“You have to start.” That’s the law. You can’t plan your way into confidence. You earn it through motion. Waiting for the perfect moment is just fear dressed as strategy. The only real difference between a dreamer and a founder is the first step.
Truth: Start where you are. Learn as you go. The rest will unfold.
2. The Idea.
“An idea isn’t a business — execution is.” Ideas are everywhere. Execution? That’s rare.
Make your idea personal. Make it reflect your values, your experience, and your perspective.
Ask yourself:
What problem am I solving?
Who am I serving?
Why am I the one to do it?
Authenticity beats originality. The world doesn’t need another copy — it needs your version.
3. Research.
“Be obsessed with your customer.” Don’t just study your audience — feel them. Know what they dream about, what frustrates them, what would make them say, “Finally, someone gets me.”
Do your homework:
- Understand the market
- Study your competitors like a detective
- Learn from the best and the worst
The goal isn’t to eliminate uncertainty — it’s to reduce it through knowledge.
4. The Business Model + Money.
“Be scrappy as fuck.” That’s the energy. Don’t wait for investors or permission. Start lean. Stay smart. The more resourceful you are in the beginning, the stronger your foundation becomes.
Golden rules:
- Price for profit
- Watch your margins
- Overestimate costs
- Keep control early — investors come later
Constraints make you creative. Proof of sales gives you power.
5. Structure.
“The unglamorous stuff saves your business.” Register the company. Open the bank account. Get the contracts in place. These aren’t minor details — they’re your armor.
It’s boring until it’s essential. Then it’s priceless.
6. Brand + Product.
“No story saves a bad product.” Your brand isn’t your logo — it’s the feeling people get when they encounter you. It’s how you treat them, how you deliver, and how consistent your promise remains.
Ask:
What do I stand for?
What promise am I making — and do I keep it?
Your product and your integrity must always match.
7. Get Out of the Gate.
“Launch with an MVP.” A minimum viable product. Perfection delays momentum. Test fast. Learn faster. Your first version doesn’t have to be flawless — it just has to be real.
Momentum > perfection. Always.
8. First Customers.
“Be shameless.” Talk about what you’re building. Share your story. Build in public.
People love to be part of a journey, especially one that’s honest and human. Leverage your network. Post your progress. Ask for feedback. Visibility is free — use it.
9. Team + Leadership.
“Hire for values, not skills.” Skills can be taught; alignment can’t.
In the early days, you need believers — people who see the vision before it exists. Trust your team and learn to be a leader. Empower them. Culture is the silent architecture of success.
And remember: micromanagement kills creativity.
10. The Truth About Founding.
“Entrepreneurship is a marathon, not a sprint.” Building something meaningful takes time, patience, and a ridiculous amount of self-belief. There will be days when you want to quit — don’t. Those are the days that build your edge.
Mantra:
Forward is forward.
Perfection is a myth.
Be scrappy, stay devoted, and keep building your empire.
💭 Final Reflection
Every entrepreneur starts with the same fear — What if I fail? But the real question is: What if you don’t even try? Starting a business isn’t about being ready — it’s about being willing.
And if you can be bold enough to start, disciplined enough to learn, and stubborn enough to keep going, you’ll eventually become the person your dream always needed you to be.
Salima
Just me thinking out loud over here
You can watch Emma Grede in her own words by clicking on the following link https://www.youtube.com/watch?v=iq-FrziQzGg.