High fit

Storage is about what you hold onto — and whether that weight is helping or crushing you. Joey Shama had been carrying full ownership of ELF's fate for nearly a decade: every sleepless night, every failed retailer pitch, every cash shortfall. When TPG offered to bring in a CEO, Joey Shama recognized that he had been storing far more responsibility than he needed to — and that releasing some of it wasn't surrender, it was smart.