Marketing

Today, when it comes to adding new members to your board of directors, creating a balance between industry experience and innovation is extraordinarily important. Filling board seats with industry veterans and compliance experts may feel comfortable in the short term, but to adapt to today’s savvy and demanding consumer, companies must be more forward thinking.

We’ve all witnessed the recent evolution of the C-suite — companies bringing in new, young talent, often from other industries, to modernize a brand, enhance the store experience or to leverage technology.

Jeff Rubin, founder and CEO of It’Sugar, has always had a sweet tooth — and a passion for retail. Both are in his DNA. His father owned a chain of toy stores in the Midwest. After leaving the toy business, he went on to open a chain of bulk candy stores. Rubin worked on Wall Street for a while before returning home to help run the candy chain. In 1994, he left to go out on his own. He’s been on an upward trajectory since.

Experts credit Rubin with breathing new life into the candy store format.

Joel Alden, partner in the retail practice at A.T. Kearney, said that investments in technology and physical stores mainly fall into two distinct categories: maintenance investments or growth investments.

“For maintenance investments — replacing a degrading building infrastructure, for example — the cost of not making the investment is critically important,” Alden said.