James Reed saw joining the family business as a risk — not privilege
James Reed reflects on the decision that defined his career — taking the risk of joining the family business. The Reed CEO discusses failure, purpose and why standing still is the worst decision of all.
James Reed says the defining decision of his career came early: joining the family business founded by his father.
In this episode of Executive Decisions, the Reed CEO reflects on the pressure of following a parent, the anxiety of stepping away from a different path and why he believed failure could mean leaving the business altogether.
What came out of that decision, and the many bets, reinventions and mistakes that followed, was a simple rule: the worst decision is to stop trying things.
He also reflects on a near-death experience on the Matterhorn and how it sharpened his sense of purpose — reinforcing his belief that business can have a meaningful impact.
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