Coworking with Socrates Rosenfeld

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Socrates Rosenfeld is co-founder and CEO of cannabis industry tech provider Jane Technologies.

How would you describe your job to someone who doesn’t work in retail? I help create the space for a team of about 150 human beings who are dedicated to expanding global access to cannabis by developing innovative digital solutions that help all operators across the industry. The Jane platform was designed to empower cannabis retailers, brands, and consumers, ultimately transforming the cannabis shopping experience into one as seamless and enjoyable as shopping for anything else in the world.

One thing we can’t guess about your job from your LinkedIn profile? In addition to working in cannabis, I am a major advocate for the plant and its medicinal benefits from my own personal experience. After I left active duty in 2011 as a US Army veteran and Apache helicopter commander, I found it challenging to readjust to civilian life. Seeking peace and healing, I turned to cannabis. However, living in Massachusetts at the time meant that cannabis wasn’t legal, forcing me to resort to the illicit market. It was a gamble; I couldn’t guarantee the quality of what I was purchasing. The frustration of navigating this unregulated market, and the realization that many of my fellow veterans faced similar struggles, propelled me into action. Alongside my brother Abraham and friends Ben, Howard, and Simon, we co-founded Jane–determined to provide a safer and more reliable way to access cannabis.

What’s your favorite project you’ve worked on? The creation of Jane as a whole has been a rewarding experience. Most recently, it has been so exciting to create Jane Gold, a first-of-its-kind consumer rewards program that gives customers cash back from their favorite cannabis brands. It represents our dedication to innovation and our commitment to building win-win business models where all stakeholders can benefit…Witnessing the tangible impact of Jane Gold, from increased sales to enhanced customer satisfaction, has been incredibly gratifying.

Which emerging retail trend are you most excited about right now, and why? In today’s retail landscape, consumers are starting to expect the same level of convenience and personalized curation inside the store as they are used to when shopping online. I’m excited by the prospect of retail’s evolution, where businesses aim to replicate the tailored experience of online shopping within physical stores. Innovations like the Jane platform reshape brick-and-mortar spaces, enrich customer interactions, and seamlessly blend the digital and physical realms. This transformative trend narrows the divide between online and offline retail and opens doors to fresh opportunities for businesses to flourish in our increasingly digital world.

What’s your go-to coffee order? I’m a big fan of tea. Kikoko’s Positivi-Tea is a green tea blend infused with a small amount of premium cannabis. Add a teaspoon of honey, and you’re good to go!

Worst piece of advice you’ve received? “Know your exit before you start.” That’s the equivalent of knowing whether or not you’re going to marry someone before the first date. The more I’ve sat in the seat of CEO, the more I’ve come to realize and appreciate that innovation is a journey—and that journey is the reward, not the destination. If you focus too much on the end state, you could miss out on all the other (perhaps better) opportunities that may present themselves along the way. At Jane, we enjoy and are grateful for every step of the way.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? My favorite retail product at 15 was any underground hip-hop CD I could get my hands on (shoutout to Newbury Comics). Now, it’s any product that Houseplant makes (shoutout to Seth Rogen and his team)!