Emma Grede

What is it that you're doing for customers?

Like for me, at the time I was just selling them jeans and I was selling a bodysuit.

And so I was like, well, outfit completion, I'll sell shoes.

But that's not what we meant to customers at all.

Nobody is thinking about inclusivity in the way that we believe they were.

And so what we told ourselves is we sell jeans in all sizes and we sell clothes and swimwear in all sizes.

And so maybe we should make this really like broad range of shoes.

Well, it's just not the same.

That's not how customers come to a decision.

And just because you're a size, you know, five in shoes, it doesn't mean that you've got license to sell to this other customer.

Right.

And so we had just completely mixed up what it was that we meant to our customers, why the brand actually existed.

And it's a really good lesson in getting back to what it is that you are uniquely good at.

And I think it's the same in our own sort of work lives as well.

Often you can think about, I want to make a pivot, but really understanding what is it that you uniquely do and what is it that you uniquely mean to people?

And one of the things that I've learned and sort of like a muscle that I've got good at flexing is going and speaking to people, my competitors, other women in business, people that I just admire, like colleagues, like really like getting to the root of something because sometimes you get so blinkered.

And it's especially true about how we see ourselves.

And so when you can go to someone else and go, what is it?

that I'm so good at?

Like, what is it that makes me me?