Cfo Thought Leader

Back in 2011, the buzz surrounding the launch of Redbox’s Blu-ray disc rental business was getting increasingly dour.For Taryn Aronson, who had been hired to help to execute the firm’s digital content strategy, the performance woes of physical discs were not anything to lose sleep over.However, the negative notions surrounding Blu-ray’s lackluster performance drew Aronson’s curiosity.According to the buzz, the root cause of Blu-ray’s performance blues at Redbox was that Blu-ray was “a low-margin business.”“This just didn’t make sense to me because as a rental business, the driver of your profit is inventory turns,” explains Aronson, who notes that data showing robust turns of Blu-ray discs by Redbox competitors had exposed that demand was not the issue.     Meanwhile, a senior content leader at Redbox had recently broadened Aronson’s role, allowing her to troubleshoot for both digital and physical content. Having started her career as a financial analyst at Blackstone Group, Aronson first