References

1. “Machine Learning,” www.webster-dictionary.org.

2. J.R. Raphael, “30 Incredibly Useful Things You Didn’t Know Slack Could Do,” Fast Company, Feb. 20, 2018, www.fastcompany.com.

3. R.S. Kaplan and D.P. Norton, “The Balanced Scorecard — Measures That Drive Performance,” Harvard Business Review 70, no. 1 (January-February 1992).

4. T. Levitt, “Marketing Myopia,” Harvard Business Review 82, no. 7 (July-August 2004).

5. M. Strathern, “‘Improving Ratings’: Audit in the British University System,” European Review 5, no. 3 (July 1997).

About the Authors

Michael Schrage is a research fellow at the MIT Sloan School’s Initiative on the Digital Economy, where he does research and advisory work on how digital media transforms agency, human capital, and innovation.

David Kiron is the executive editor of MIT Sloan Management Review, which brings ideas from the world of thinkers to the executives and managers who use them.

Contributors

Carrie Crimins, Masha Fisch, Lauren Rosano, Allison Ryder, Deborah Soule, and Barbara Spindel

Acknowledgments

Simon Atkins, brand director, North America, Adidas America

Laura Beaudin, partner and global marketing lead, Bain & Co.

Mukul Deoras, chief marketing officer, Colgate-Palmolive

John Doerr, chairman, Kleiner Perkins Caufield & Byers

Hannah Grove, chief marketing officer, State Street

Robert S. Kaplan, senior fellow and Marvin Bower Professor of Leadership Development, Emeritus, Harvard Business School

Silvia Lagnado, global chief marketing officer, McDonald’s

Andrew Low Ah Kee, chief revenue officer, GoDaddy

Jonathan Mildenhall, cofounder and CEO, TwentyFirstCenturyBrand

Anand Narasimhan, head of controlling, Asia-Pacific, China, and Japan, Merck

Christa Quarles, CEO, OpenTable

Amit Shah, chief marketing officer, 1-800-Flowers.com

Marty St. George, executive vice president, commercial and planning, JetBlue Airways

Glenn Thomas, chief marketing officer, GE Healthcare

Kelly Watkins, vice president, global marketing, Slack

Roddy Young, chief marketing officer, Boston Children’s Hospital

Jane Yu, senior director, digital analytics and ad operations, Experian Consumer Services