CMO Strategy: Need to Read, Oct. 26, 2007

Advice From the Frontlines

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In the latest issue of Fast Company, Alex Frankel, author of "Punching In: The Unauthorized Adventures of a Front-Line Employee," writes a fascinating article about his experience taking a series of entry-level jobs at Gap, Starbucks, UPS and Apple Store to learn what it's like to be a frontline employee at these companies. His experiences varied widely; working at the Gap was miserable while working at Apple was a joy. While he doesn't state it outright, one takeaway is that the implications the treatment of frontline employees have on brand are formidable -- and something retail CMOs and CEOs need to consider very carefully.
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