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

Entrepreneur Emma Grede attributed her ability to keep brands relevant to her complete assuredness in her intuition, which was honed in the expanses of her triumphs—and failures.

“I don’t second-guess myself,” she said at the Fortune Most Powerful Women Summit in Santa Barbara on Tuesday. “I think a lot of us have that skill, but we talk ourselves out of it, and we second-guess ourselves a lot. One of the most expensive habits that we have as women is waiting until we’re ready.”

Grede told Most Powerful Women editorial director Ellie Austin that she has fine-tuned the ability to try something out and has failed so many times that “it stopped mattering” and doesn’t hold her back. The 44-year-old entrepreneur, who was raised by a single mother in East London and never went to........

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