Send This to Your CFO … Anonymously

Pat LaPointe


Attention, all finance executives seeking to understand the return on marketing investments.

Over the years, I’ve learned that if I come home to find something in the house broken or missing, I’m much more likely to get the truth if I ask my kids, “Does anyone know anything about <fill in the blank>” than if I ask, “Who broke this?” or “Who took my <whatever>?” The latter approach immediately sends everyone into damage-control mode; the former gives them a bit more latitude to respond in a responsible way. They sense, somehow, that I am more interested in addressing the problem than finding someone to blame for it. Even the kids who know they never touched the object of my immediate interest learn from my approach and become more proactive in disclosing their borrowing or breaking events in the future.