A CMO Confidential interview with Jeff Severts, Deadly Memos author and former Chief Marketing Officer of Ulta, FTD, and Best Buy Europe. Jeff discusses why companies find it hard to do the right thing even with great intentions, why the focus on "objective measures" helps make performance reviews ineffective, and why you should think like a sports general manager. We also discuss rethinking recruiting and interviewing - including comparing resumes for Abraham Lincoln and Richard Nixon, why it's a mistake to make your team think they are "amazing," Listen in to hear how challenging it would be to rate your mother's parenting skills with 5-6 metrics.

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