Aspire with Emma Grede From Video Store to Netflix Co-CEO, Ted Sarandos
20 snips
Sep 16, 2025 
Ted Sarandos, Co-CEO of Netflix, shares his inspiring journey from a video rental store to leading one of the most powerful companies in entertainment. He emphasizes the importance of taking bold risks and relying on gut feelings to make tough leadership decisions. Ted discusses why vision and values matter more than algorithms, the need for constant innovation, and the balance between supporting creativity and maintaining executive oversight. His insights offer a masterclass in resilience and ambition for anyone looking to advance their career.
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From Video Store To Film School
- Ted Sarandos started in a local video rental store and was given keys to a multi-store chain as a young hire.
- He watched every movie in the stores and treated running them as an MBA and film school in one.
Why Frontline Experience Matters
- Direct contact with end users taught Ted how choices signal identity and value.
- That frontline understanding shaped his long-term customer-first approach at Netflix.
How Ted Joined Netflix
- Ted discovered Netflix via a DVD sleeve insert and later met Reed Hastings after a distribution deal attracted attention.
- He joined Netflix as VP of Product and initially bought DVDs from retail to stock the service.
