A CMO Confidential Interview with Dr. Eugene Soltes, Harvard Business School Professor and author of "Why They Do It - Inside the Mind of the White Collar Criminal". Eugene discusses how most crimes start out as small, often unnoticed decisions made by strategic people, how nearly everyone has a chance to step over the line, why many companies (Air BnB, Uber, AI) take regulatory risk, and how culture drives poor individual choices. Key topics include: when puffery gets murky; why it's dangerous to "convince yourself;" why it doesn't matter "who signed off;" and the "fraud triangle." Listen in to hear why humility and counterpoints are critical, what he learned about risk assessment from the Free Solo climber, the "difference between being an arms dealer and a transportation company," and how there are "a million ways to pay a bribe."

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📄 Show Description

Wonder what separates creative risk from criminal risk?

In this provocative episode of CMO Confidential, five-time CMO Mike Linton sits down with Harvard Business School Professor and author of Why They Do It: Inside the Mind of the White Collar Criminal, Dr. Eugene Soltes. Together, they explore the murky line between strategic marketing and ethical missteps — and why most white-collar crimes don’t start with bad intentions.

From regulatory arbitrage in tech and AI to the blurred boundaries of puffery vs. fraud, Eugene unpacks how culture, pressure, and self-justification fuel decisions that ruin reputations, careers, and companies.

Key insights include:

• Why “almost anyone” can cross the line

• How Uber, Airbnb, and AI firms leverage legal gray zones

• The danger of “convincing yourself”

• When codes of ethics become puff pieces

• The fraud triangle in corporate behavior

• Lessons from arms dealers and social media companies

• Why humility and counterpoints matter in marketing decisions

This is a masterclass in risk, ethics, and the reputational cliff CMOs stand on every day.

🔗 Sponsored by @PublicisSapient Sapient — Personalization at the speed of AI.

Learn more at www.publicissapient.com

00:00 - Introduction & Sponsor Message

01:47 - Meet Dr. Eugene Soltes: Why He Wrote to White Collar Criminals

05:21 - Why White Collar Crime Happens: The Gray Area Between Ethics & Illegality

09:40 - The "Borderline" Class at Harvard and Who Falls into the Gray Zone

13:36 - Regulatory Arbitrage: Uber, Airbnb, and AI’s Legal Loopholes

18:45 - The Copyright Dilemma in Generative AI

21:30 - Puffery vs. Fraud: The Murky Messaging Middle

25:10 - When Ethics Codes Are Just Marketing

27:25 - Pharma Case Study: When Optimism Becomes Deception

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A CMO Confidential Interview with Teresa Barreira, EVP & Global CMO and CCO of Publicis Sapient, formerly the CMO of Deloitte Consulting. Teresa discusses the evolution of the role in an age of uncertainty, how the "Business of Marketing" has been replaced by "The Business of the Company," and her belief that B2B and B2C Marketing are converging. Key topics include: why she believes the role is evolving to a "Chief Value Officer" tasked with being a "growth architect;" the differing types of transformation; and why having both a positive attitude and an opinion are more important than ever. Tune in to hear the parallels between Darwin's finches, butterflies, and CMO's.

Teresa shares her insights on how the “business of marketing” has been replaced by the “business of the company,” why the traditional CMO is evolving into a “Chief Value Officer,” and how B2B and B2C marketing are rapidly converging. She also covers the types of transformation companies are pursuing, the skills needed to thrive in a world dominated by AI, and why attitude, curiosity, and having a strong point of view are more important than ever.

You won’t want to miss Teresa’s analogies about Darwin’s finches, butterflies, and the modern CMO, or her predictions for the future of marketing leadership.

🔗 Learn more about Publicis Sapient: https://www.publicissapient.com/

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#cmoconfidential , #TeresaBarreira, @PublicisSapient , #chiefmarketingofficer, #FutureofMarketing, #marketingleadership , #b2bmarketing, #b2cmarketing, #DigitalTransformation, #ChiefValueOfficer, #aiinmarketing, #MarketingCareers, #BusinessTransformation, #HybridWorkforce, #CMOEvolution, #MikeLinton, #CMOPodcast, #C-SuiteInsights, #GrowthStrategy, #MarketingStrategy, #ExecutiveLeadership, #corporatestrategy

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A CMO Confidential Interview with Dr. Joel Shapiro, Managerial Economics & Decision Sciences Professor at the Kellogg School of Management at Northwestern, formerly Varicent Chief Analytics Officer. Joel discusses the difference between Data Science and Data Leadership, how many "little, better decisions" aggregate into something meaningful, and why everyone should remember that "data doesn't make decisions." Key topics include: understanding asymmetric risk, how intangibles scuttled a profitable data driven opportunity; why you should never say "because the model says so;" and the need to set error expectations to build trust. Tune in to hear about his research on planning for adversity in the NFL.

📄 Show Description (Apple/Spotify/YouTube)

What happens when a grocery chain discovers a $100M+ opportunity through data science—and still says no?

In this episode of CMO Confidential, host Mike Linton welcomes Dr. Joel Shapiro, Professor at Northwestern’s Kellogg School of Management, to unpack the real-world lessons from “The Grocer Case.” Together, they explore what really kills data-driven decisions at the executive level—and why predictive analytics alone isn’t enough.

From pilot success to boardroom rejection, this episode goes deep on:

• Why organizations reject seemingly obvious, high-ROI data initiatives

• The hidden costs of model opacity, trust, and organizational culture

• What CMOs and business leaders must understand about data leadership

• The critical distinction between data science and data influence

• What the Euro Grocer case reveals about AI adoption challenges

• Lessons on decision asymmetry from child welfare to NFL roster management

If you’re navigating the gap between analytics and execution, this one’s for you.

📍 Hosted by Mike Linton, former CMO of eBay, Best Buy, Farmers Insurance, and Ancestry.com.

🔔 Subscribe for weekly episodes featuring candid conversations with top marketing minds, business professors, and C-suite leaders.

#CMO podcast, #Grocer case study, #Joel Shapiro Kellogg, #marketing data strategy, #decision #science in business, #predictive analytics case study, #CMO Confidential podcast, #data science failure, #why data initiatives fail, #business data leadership

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A CMO Confidential Interview with Evan Wittenberg, Chief People Officer of VuMedi, formerly CPO of Ancestry and Box, Google's Head of Leadership Development, and a Saturday Night Live Page. Evan discusses why HR has become a much tougher position over the last 5 years, AI's negative impact on leadership development, and the similarities between marketing and HR. Key topics include: his belief that every function should have a dedicated people partner; why "the burden of proof" is often higher for marketers; why he always interviews for "learning agility;" and why "doing the job you are hired for is better for your career than trying for "the next job." Tune in to hear questions marketers should ask in an interview and a great behind the scenes story from SNL Season 18.

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🔎 Episode Summary:

In this candid conversation, Mike Linton sits down with four-time Chief People Officer Evan Wittenberg to explore what the HR function really thinks about marketing—and how these two misunderstood roles share more in common than many executives realize. From DEI to AI, and SNL to strategy, Evan gives a front-row look into the tension, collaboration, and leadership dynamics at the C-Suite table. If you’re a CMO (or trying to become one), this episode is essential listening.

⏱️ Chapter Markers:

• 00:00:00 – Welcome and Introduction

Meet Evan Wittenberg and hear about his unconventional path from Saturday Night Live to the C-Suite.

• 00:01:30 – HR’s Role During COVID and Beyond

Why the pandemic placed HR at the epicenter of corporate leadership and chaos.

• 00:05:30 – Where Should Tough Workplace Issues Sit?

Evan explains how HR ended up with DEI, RTO, and politics—and whether it’s the right home for those topics.

• 00:08:30 – Marketing and HR: More Similar Than You Think

Both functions are heavily scrutinized, lack a “right” answer, and draw opinions from everyone.

• 00:11:00 – The AI and Entry-Level Dilemma

Why automation is gutting the corporate training ground—and what both HR and marketing are losing as a result.

• 00:14:00 – Mentorship, Remote Work, and the Lost Generation

The compound risk of no proximity, no apprenticeship, and no institutional learning.

• 00:16:30 – What “People Are Our Most Important Asset” Really Means

Evan unpacks how to spot whether a company actually walks the talk.

• 00:19:30 – The Business-Driving Role of HR (and Marketing)

Why the best people leaders act like business leaders, not internal service departments.

• 00:22:00 – How HR Really Sees Marketing

From data fluency to creative range, what sets great CMOs apart—and what HR really wants to see.

• 00:25:00 – Great vs. Poor Marketing Department Dynamics

Traits of a high-performing marketing org and the worst patterns Evan has seen.

• 00:27:30 – Recruiting Senior Marketing Leaders

The traits HR looks for in CMO-level talent: learning agility, business orientation, and collaborative rigor.

• 00:29:30 – How Marketers Should Vet Employers

The questions to ask to figure out if the company actually believes what it says on the job spec.

• 00:31:30 – Saturday Night Live Story & Practical Advice

Evan saves a live show at SNL—and shares timeless advice on career focus and performance.

#CMOConfidential #MarketingLeadership #CHRO #PeopleFirst #AIinMarketing #DEI #FutureOfWork #MarketingCareer #HRvsMarketing #CMORole #ExecutiveSearch #WorkplaceTrends #SaturdayNightLive #OrganizationalDesign #EmployeeEngagement #TalentManagement

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A CMO Confidential Interview with Andrew Medvedev, Dean of the Weatherhead School of Management at @case Western Reserve University, former Managing Director and portfolio manager at Morgan Stanley. Andrew discusses why he left Wall Street for the opportunity to reimagine Weatherhead, why schools should reassess traditional industrial economy approaches to education, and his vision of building a "problem solving institution" which trains students on "how to get things done." Key topics include: the importance of relational skills and the ability to understand context; how his team measures leadership competencies; why nothing beats "reps at life;" and tips for selecting the school that's right for you. Tune in to hear why you should "Trust people more than you think you should."

In this insightful episode of CMO Confidential, host Mike Linton engages with Andrew Medvedev, Dean of the Weatherhead School of Management at Case Western Reserve University. Formerly a Managing Director at Morgan Stanley, Andrew shares his journey from Wall Street to academia and discusses his mission to transform business education to better align with today’s dynamic market demands.

Key Discussion Points:

• Transitioning from finance to academia

• The evolving role of business schools in a changing economy

• Emphasizing experiential learning and real-world application

• Developing leadership competencies and relational skills

• Measuring success beyond traditional academic metrics

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⏱️ Chapter Markers:

• 00:00 – Introduction by Mike Linton

• 00:45 – Andrew Medvedev’s background and career shift

• 03:30 – The vision for reimagining Weatherhead School

• 06:15 – Challenges facing traditional business education

• 09:00 – Importance of experiential learning and ‘reps at life’

• 12:20 – Measuring leadership and relational competencies

• 15:10 – Collaborations with industry and alumni engagement

• 18:00 – Adapting curriculum to market needs

• 21:00 – Building a problem-solving institution

• 24:30 – Advice for prospective MBA students

• 27:15 – The significance of trust in leadership

• 30:00 – Final thoughts and closing remarks

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#CMO Confidential, #Andrew Medvedev, #Weatherhead School of Management, #Case Western Reserve University, #Business school leadership, #Business education trends, #Leadership development, #Management education, #Wall Street to academia, #Business school dean interview

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A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at the Kellogg School of Management, two time author, and former Google VP. Jim discusses the need to teach both durable and perishable knowledge, the importance of faculty composition, why students should "sample" B-Schools, and how the Northwestern "House Design" keeps it ranked as the #1 marketing school. We go inside the Insomnia Cookies Case which uses GOST (Goals, Objectives, Strategy and Tactics) and 70/20/10 to train students on driving revenue, profit and market share. Tune in to hear why you shouldn't be a "Tumbleweed" and instead strive to "Meet the universe halfway."

A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at The Kellogg School of Management, 2-time author and former Google VP. Jim discusses the need to teach both durable and perishable knowledge, the importance of faculty composition, why students should "sample" B-Schools, and how the Northwestern "House Design" keeps it ranked #1 in marketing. We go inside the Insomnia Cookies Case which uses GOST (Goals, Objectives, Strategy and Tactics) and 70/20/10 to train students on driving revenue, profit and market share. Tune in to hear why you shouldn't be a "Tumbleweed" and instead strive to "Meet the universe halfway."

00:00 – Welcome & Intro

Mike introduces Jim Lecinski, his background at Google and Northwestern, and tees up today’s topic: The Insomnia Cookies Case and the GOST model.

03:42 – From Google to the Classroom

Jim shares the story of Eric Schmidt’s advice to “teach, don’t pitch”—a philosophy that reshaped his approach to marketing and led to academia.

07:25 – Are Business Schools Outdated?

Jim responds to critiques that MBA programs lag behind marketing’s evolution. He introduces the idea of durable vs. perishable marketing knowledge.

12:10 – What Makes Northwestern Different

A deep dive into how Kellogg blends academic and practical knowledge through its marketing strategy curriculum and clinical faculty.

16:32 – The Insomnia Cookies Case

Jim explains why Insomnia Cookies became a great example of strategic growth thinking—and what other brands can learn from it.

20:48 – Introducing the GOST Model

Using GOST (Goals, Objectives, Strategies, Tactics), Jim unpacks how Insomnia grew revenue 3x through disciplined planning, not buzz or virality.

28:55 – The 70/20/10 Growth Framework

How Insomnia balanced core product expansion, adjacent markets (like vegan cookies), and new categories (ice cream) to create sustainable momentum.

33:30 – Avoiding the “Gold Mine” Trap

Why companies rush into adjacent businesses (like Peloton did) and how to model your way out of distraction and back to core growth.

39:14 – How Kellogg Stays #1 in Marketing

The role of clinical faculty, student engagement, and a culture of “yes, and” in maintaining relevance in a fast-changing field.

42:00 – Advice for Aspiring Marketers Choosing B-Schools

Jim outlines what to look for when evaluating a program—beyond the rankings and websites.

46:10 – Meet the Universe Halfway: Career Advice + Jazz Story

Jim’s closing advice for career success, plus an embarrassing moment involving jazz legend Wynton Marsalis.

49:25 – Wrap-up & Where to Listen Next

Mike closes the show and directs listeners to other relevant episodes on CLTV, Peloton, Budweiser, and Warby Parker.

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