Coworking with Michael Osborne

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Michael Osborne is CEO of Appriss Retail, which uses AI and machine learning to help retailers and brands like Best Buy, Louis Vuitton, and Nike to minimize loss and fraud and boost profitability.

How would you describe your job to someone who doesn’t work in retail? I help retailers keep more money by reducing theft and losses in a number of different ways, while making sure people aren’t using returns to steal from them. I also work to create a smoother and happier shopping experience for all customers.

One thing we can’t guess about your job from your LinkedIn profile? I have lived in Austin since 1998, keeping it weird before it was cool. I even remember when the tallest building downtown was the Capitol. A lot has changed since then!

What’s your favorite project you’ve worked on? During my time at Bazaarvoice, I really enjoyed leading the expansion into the UK. It required a lot of time and dedication—immersing myself in research, connecting with new people, and grasping the culture and prospects. It was my first time launching an international project, and it was a lot of fun!

Which emerging retail trend are you most excited about right now, and why? I’m really looking forward to the role data can play in the industry. It’s surprising how many retailers aren’t fully leveraging the immense amount of data they capture daily. By diving into this data, retailers can not only maximize their earnings by spotting fraud much easier, but also stay ahead of the curve in preventing fraud in the first place. It also helps to create a better customer experience.

What’s your go-to coffee order? It depends on my mood, but I usually go for a drip coffee or a lightly sweetened latte.

Worst piece of advice you’ve received? The worst advice I received as a new manager was to act tough and distant and that I shouldn’t be friends with my team. I tried it for two weeks until my team took me aside during a happy hour and shared their concerns. That conversation made me see that I didn’t have to be so strict constantly. It’s more about striking a balance between authority and approachability. Being promoted didn’t mean I had to change who I was; it was just a different role.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? At 15, I was all about CDs. Getting a new album was always thrilling, especially enjoying Guns N’ Roses on my anti-shock disc player. These days, I’m a total Apple aficionado. Name any Apple product, and chances are, I own it.