Frida CEO: Embrace Risk and Buck Trends to Lead Effectively

Chelsea Hirschhorn, CEO of parenting-products company Frida, says leaders benefit when they get comfortable stepping away from conventional thinking and taking calculated risks. Speaking with CNBC, Hirschhorn described a leadership approach centered on challenging prevailing assumptions, testing bold ideas in disciplined ways and using data to reduce—not eliminate—uncertainty.

For Hirschhorn, “bucking the trend” isn’t about recklessness. It’s about identifying areas where consensus thinking produces incremental outcomes and intentionally pursuing differentiated strategies that can yield outsized results. That means breaking initiatives into testable experiments, setting clear success metrics, and iterating quickly when evidence suggests a pivot is needed.

She also stresses the cultural elements that make risk-taking productive. Leaders should create psychological safety so teams feel comfortable proposing unconventional solutions, while simultaneously holding teams accountable to measurable outcomes. That balance—encouraging creativity but demanding rigor—helps companies innovate without sacrificing operational discipline.

In consumer-facing categories, where crowded markets and copycat products are common, Hirschhorn argues that differentiation often requires going against the grain. Whether it’s product design, go-to-market tactics, or brand positioning, the willingness to try something different can break through consumer noise. But those moves need to be informed by customer insight and real-world testing to avoid unnecessary setbacks.

For executives and founders looking to adopt this stance, Hirschhorn recommends small-batch experiments, transparent communication with stakeholders, and a readiness to reallocate resources when outcomes justify it. Investors and boards appreciate leaders who can defend a contrarian strategy with empirical evidence and clear milestones.

Ultimately, Hirschhorn frames her approach as an adaptive leadership posture: get comfortable with uncertainty, pursue differentiated bets thoughtfully, and cultivate a team and culture equipped to learn fast. In her view, that’s how modern leaders turn risk into a strategic advantage—driving innovation, resilience and sustained growth in competitive markets.