How to Manage Risk, with Marla Beck of Bluemercury

Armed with a lifelong passion for cosmetics, Marla Beck saw an
opportunity to transform the makeup shopping experience. In 1999,
she founded Bluemercury, and then went on to scale the company into
hundreds of stores and multiple product lines—while surviving
several recessions—before being acquired by Macy's in 2015. Marla
shares why omnichannel customers are most valuable for retail
businesses, how she implemented a radical HR model, why she hires
for "skill, will, and fit," and why she believes entrepreneurship
isn't about risk-taking—it's about risk management.