Emma Grede's New Book Challenges Women to Redefine Success

Emma Grede, a prominent entrepreneur known for her successful ventures with the Kardashian family, has released her new book, Start With Yourself: A New Vision for Work & Life, which aims to empower women to redefine their approach to ambition and success. The book, launched on April 14, 2026, offers a candid exploration of Grede's personal and professional experiences, challenging the cultural norms that often hold women back.

Raised in East London by a single mother, Grede's upbringing instilled in her a strong work ethic and resilience. She recalls her mother’s struggles to provide for their family, often taking on multiple jobs to avoid homelessness. "I’m the product of a single mum—we were already poor, and we would have been homeless if she hadn’t worked," Grede said, emphasizing the importance of hard work and the lessons learned from her mother.

In her book, Grede addresses the pervasive cultural pressures that women face, particularly the guilt associated with balancing motherhood and career. "Women ask me all the time whether they can have kids, or whether it will derail their careers. My answer is always the same: Yes, so long as you refuse to let the culture get to you," she explained, underscoring the need for women to resist societal expectations that dictate how they should manage their lives.

Grede argues that many women feel overextended and exhausted due to the unrealistic ideals surrounding motherhood and career success. "There aren’t many of us who are easily wearing a successful and vibrant career and feeling like we are also a good mother," she said, pointing out that the pressure to excel in both areas can lead to feelings of guilt and inadequacy.

As a mother of four and the wife of a Swedish man, Grede shares her unique perspective on parenting and gender equity. She credits her marriage for allowing her to share parenting responsibilities more equally, which has provided her with the space to pursue her ambitions without feeling guilty. "I never once assumed that I would be a be a more capable parent than Jens—and as a result, neither does he," she noted. This balance, she argues, is particularly necessary in a culture that often expects women to prioritize home over career.

Grede’s entrepreneurial success is rooted in her belief that women must abandon the scarcity mindset—a belief that success is limited and that one person's gain comes at another's expense. "It doesn’t mean because you have a piece of information that I’m going to miss out; it doesn’t mean because you get more, I get less," she asserts. By fostering a mindset of abundance, Grede believes women can create opportunities for themselves and others.

Throughout her career, Grede has demonstrated that ambition requires hard work and a willingness to embrace discomfort. "Ambition really requires discomfort," she stated, encouraging women to confront their fears and challenge inherited beliefs about success and leadership. Her experiences, including her struggles with IVF and the pressures of entrepreneurship, serve as a backdrop for her messages of resilience and self-empowerment.

Grede’s approach to success is refreshingly pragmatic. She emphasizes that the path to achieving one's goals is often fraught with challenges and setbacks. "You have to think of yourself first because nobody else ever will," she advises, urging women to take control of their narratives rather than waiting for permission from others.

In her book, Grede also critiques the notion of 'soft ambition,' which she describes as performative and often unproductive. "I wanted this book to be a bit of a wake-up call. So much of what’s out there for women feels to me so performative; this idea of soft ambition... that’s just not my experience, it’s bullshit," she stated. Instead, she advocates for a more direct and assertive approach to ambition, one that prioritizes concrete actions over vague aspirations.

Grede’s insights extend beyond personal anecdotes; she also addresses broader systemic issues that women face in the workplace. She argues that visibility and in-office presence are key to career advancement, stating, "A great career requires visibility, and it requires proximity, and there’s nothing else that can replicate that." This perspective challenges the growing trend of remote work, which she believes can hinder women's professional growth.

In her role as a co-founder and CEO of Good American and a founding partner of Skims, Grede has witnessed firsthand the impact of social influence on business. Her partnerships with the Kardashians have propelled her brands to success and highlighted the importance of collaboration and trust in business relationships. "You have to be able to have an intrinsic understand of what your partnership brings and what it does together," she explained, emphasizing that successful partnerships are built on mutual respect and shared goals.

Grede also addresses the emotional toll of failure, particularly for women, who often internalize setbacks more deeply than their male counterparts. "What I don’t like is this thought that everything is so finite, that as women, you have a failure, and that failure should then live with you forever," she said. Instead, she encourages women to learn from their failures and use them as stepping stones toward future success.

As she continues to build her personal brand and influence, Grede remains committed to mentoring other women and fostering candid conversations about the challenges they face. "We need to talk about everything. We need to share the details," she insists, advocating for transparency in discussions about motherhood, ambition, and the trade-offs women make.

Emma Grede’s Start With Yourself is not just a guide for achieving success; it is a call to action for women to reclaim their narratives and redefine what success means on their own terms. With its blend of personal stories, practical advice, and a strong message of empowerment, the book challenges readers to take ownership of their lives and ambitions.

As Grede puts it, "You are not a bystander in your own life." This mantra captures her belief that women must actively pursue their goals and challenge the status quo to create the lives they envision for themselves.