‘We talk ourselves out of it’: Entrepreneur Emma Grede never second guesses herself

Entrepreneur Emma Grede, co-founder and chief product officer of $5 billion shapewear company Skims, spoke at the Fortune Most Powerful Women Summit in Santa Barbara, California, about her confidence in her intuition to keep brands relevant. She emphasized that many people possess this skill but doubt it too often, leading them to second guess themselves.

Grede, who was raised by a single mother in East London and never attended college, credited her intuition for Skims' unexpected product releases, such as a push-up bra with a raised nipple detail designed for women who had breast reconstruction surgery. She explained her approach to creating new markets by addressing problems existing within current markets, stating that her focus is on making small improvements and delivering excellence.

Grede also discussed the shortcomings of much of the advice given to women, which she believes often lacks practicality and effectiveness. She urged women to be results-oriented and to acknowledge the sacrifices and trade-offs necessary for success, rather than just offering feel-good messages.