Aspire with Emma Grede Love, Family and Business: How To Work With a Partner with Jens Grede
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Oct 7, 2025 
Jens Grede, a serial entrepreneur and CEO of Skims, joins his wife Emma for an insightful conversation. They discuss how their complementary skills strengthen both their business and marriage. Jens reveals the crucial rule, 'Whoever cares most decides,' which keeps their partnership thriving. They delve into the importance of embracing risk, managing anxiety, and ensuring love takes precedence over business. With anecdotes about their journey together and parenting, Jens shares that success is about resilience and adapting to life's challenges.
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Early Leap Into Independence
- Jens moved from the countryside to Stockholm at 16 to pursue skateboarding and independence.
- He lived on his own from a young age and worked for free at a fashion magazine to break into the industry.
Create Your Own Opportunity
- Create the job you want if no one will hire you by starting something yourself.
- Use business as a means to practice what you love rather than as the end goal.
Dysfunction As Opportunity
- Dysfunction at work can be an opportunity to stand out by doing better than others.
- Use a weak environment to differentiate yourself rather than complain about it.