Aspire with Emma Grede What to Spend On (and What Not To) When You’re Building a Brand
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Dec 4, 2025 New founders often struggle with spending priorities. Emma Grede highlights the importance of getting prototypes in front of customers early on for invaluable feedback. Instead of chasing perfection or investing in flashy marketing, the focus should be on understanding customer needs and creating a strong product. Lean operations and community building through consistent interactions are key. Ultimately, distinguishing between perceived value and genuine investments can set a brand apart as it scales.
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Denim Lessons Shaped Good American
- Emma Grede studied women's denim pain points intensely and used prototypes to gather repeat feedback.
- Those insights led to technical innovations like a four-piece waistband and reinforced belt loops.
Validate With Real Prototypes
- Get early products or prototypes into customers' hands and gather real feedback fast.
- Use that data to decide what to build next and stop spending on things that only look good.
Don't Buy Customers With A Launch
- Avoid chasing perfection or buying customers with flashy launches or PR alone.
- Obsess over product value because loyalty comes from product quality, not launch spectacle.