Why joining the family business was James Reed’s hardest decision — and why it paid off

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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