At the second annual CNBC Changemakers Summit in Los Angeles, Paris Hilton, founder and CEO of 11:11 Media, shared the promise she made to herself that's key to achieving singular success. The great-granddaughter of the hotel chain founder has spent most of her life driven by the desire to succeed on her own, rather than relying on her family's fame.
"I always wanted to build something on my own," Hilton said. "I didn't want to be known as the Hilton Hotel granddaughter. I wanted to be known as Paris." For two decades, she has traveled extensively, chasing her goal across various businesses. Among the most satisfying moments of her success came from something her grandfather would say to her in conversations. "I used to be known as Barron Hilton and now I'm known as Paris Hilton's grandpa," she recalled.
Hilton credits her family for instilling a "really hard work ethic" in her and an approach to business built on hospitality, "something that really runs in my blood." However, she also spoke about the significant pain she experienced at boarding schools as a teenager, which has led to her work as an advocate for legislation to protect troubled teens from similar institutional control. A growing number of state laws have passed to date, and President Joe Biden signed a federal bill championed by Hilton last December.
Hilton's early fame in the reality TV series "The Simple Life" was also a source of pain, as she was playing a character more than being herself, nudged by producers to fit into a role that also helped her to mask her trauma from the world. But she made a promise to herself: "I would work so hard and be so successful, no one would be able to control me or tell me what to do. Success would make me happy and I'd never have to depend on anyone but myself."
The promise has been a driving force behind her success, which has continued to evolve over the years. Her brand has expanded to include TV deals with Netflix and NBCUniversal, podcasts, and other digital presence, as well as a new skincare line on the way. Hilton's successes have earned her a spot on this year's CNBC Changemakers list, which spotlights women whose accomplishments have left an indelible mark on the business world.
Despite her success, Hilton is not one to rest on her laurels. She has much bigger ambitions for 11:11 Media, aiming to build "the next Disney." The restless entrepreneur, who admits to having ADHD, is always thinking of new ideas and taking risks. While this drive can be exhausting, it also continues to lead her to consider new ways to build her singular, first-name brand. "One day I might be announcing that I'm launching my own hotel brand around the world," she told CNBC.