Aspire with Emma Grede – "What to Spend On (and What Not To) When You’re Building a Brand"

Host: Emma Grede
Date: December 4, 2025
Podcast: Aspire with Emma Grede | Audacy
Episode Theme:
This special mini episode dives into the crucial decisions entrepreneurs face about where to invest—and where not to—when starting a brand. Drawing on her own journey as co-founder of Good American and SKIMS, Emma Grede offers practical, hard-earned advice on spending wisely to build a lasting, customer-obsessed business.

Episode Overview

Emma Grede distills her entrepreneurial philosophy on wise investing for new founders. She addresses recurring questions from aspiring business owners—especially regarding initial spending priorities—and shares how a focus on product, customer insight, and authentic community offers the strongest foundation. She uses real-world lessons from Good American and SKIMS to highlight where early dollars are best spent and common pitfalls to avoid.

Key Discussion Points & Insights

1. Start with What Matters: Product and Customer (00:10 – 02:25)

• Emma stresses that you don't need to do everything at once.

  "You do not need to do everything at once. You only need to focus on what moves your idea forward." (00:17)

• Her early focus with Good American was understanding ignored customers (curvy women in denim) and innovating to address their specific needs.

• Customer feedback, prototype testing, and direct data gathering shaped pivotal product decisions.

• Lesson: Invest deeply in understanding and solving your customer's problem before spending on anything else.

2. Where Not to Spend: Perfection & Appearances (02:25 – 05:00)

• Perfection is not essential in the beginning.

  "You do not need perfection. You do not need to look like a big brand on day one." (02:43)

• Warns against over-ordering inventory before validating demand with real customers.

• Shares an example from Good American: customer use of bodysuits as swimsuits revealed a new category opportunity.

• Big product launches, PR, and flashy events don’t drive real loyalty; the product does.

3. What’s Worth Investing In (05:00 – 08:30)

• Product quality and uniqueness: Your time and money should go into creating the best version of what you offer.

• Clear, concise value proposition.

  "If you have an ideas-based business, make sure your offering is crystal clear. Something you can say in one sentence or less." (06:44)

• Branding & packaging: A worthy area for expert help—Emma has even given equity to secure world-class branding partners.

• Customer insight: Invest in research, surveys, and real conversations.

• Digital presence: Start simple.

  "You don't need a massive website or a huge content engine on day one. What you need is a home that makes you look credible even when it's just you behind the scenes." (07:39)

• Community engagement: Focus on authentic connection in every customer interaction—build loyalty through care, not budget.

4. Distinguishing Perceived vs. Real Value (08:30 – 09:50)

• Beautiful branding is only surface value—product and service drive real impact.
• Customer memories are about fit, feel, and experience—not campaigns.

  "A product that fits someone perfectly or makes them feel seen. Now that has a real impact." (09:00)

• Word of mouth and organic loyalty are earned through satisfying customer needs, not bought through expensive campaigns.

5. The Power of Starting Lean & Staying Focused (09:51 – 11:44)

• Small, scrappy starts are normal—even emblematic of determined entrepreneurship.

  "Most of us start small, wearing every hat. Good American started in the office of another company." (05:33)

• Modern technology like Shopify eliminates the need for large teams and massive resources.

• Track your energy and resources.

  "I look back at where my energy and my resources went that week and I ask myself, is it aligned with what truly matters?" (11:19)

• Challenge: honestly examine if your investments align with your brand’s heart and priorities.

Notable Quotes & Memorable Moments

• On cautious spending:

  "Don't invest in things that only look successful. Invest in things that help you become successful." (05:45)

• On customer experience:

  "Every interaction is a chance for you to elevate and brand the experience to create a feeling, not just a transaction." (08:14)

• On the role of fear:

  "When I feel it, I know I'm pushing the edges of what's possible. But fear doesn't mean chaos." (10:20)

• On using proven systems:

  "Customer service operations, the foundations of running a business. People have solved these problems before." (10:45)

Timestamped Highlights

| Time | Segment | Key Points / Quotes | |-----------|-------------------------------------------------|----------------------------------------------------------------------------------------------| | 00:10-02:25 | Early priorities: product & customer | "You only need to focus on what moves your idea forward." | | 02:25-05:00 | Spending mistakes: perfection & big launches | "You do not need to look like a big brand on day one." | | 05:00-08:30 | Smart spending: product, branding, insight | "Invest in things your customer will actually feel." | | 08:30-09:50 | Value: perception vs. reality | "Beautiful branding alone is just perceived value...innovative design and customer service bring actual impact." | | 09:51-11:44 | Start lean and focused; reduce distractions | "Focus is a force multiplier in business, the fewer things you focus on in the beginning, the better." |

Actionable Takeaways

• Start with the core problem and understand your customer deeply.
• Resist cosmetic upgrades and large events until the fundamentals are strong.
• Keep early spending tied to tangible customer benefits: product, branding, and service.
• Invest in learning and adapt quickly to feedback.
• Embrace simple tech tools to stay lean and focused.
• Regularly audit your resource allocation for alignment with your mission.

Emma’s episode is packed with practical wisdom and honest encouragement—reminding entrepreneurs that the best investment is in real, value-driving essentials that matter to customers, not costly trappings of established brands.