McDonald’s CEO Wanted to Sell a Burger. Instead, He Sparked a Viral Lesson in Executive Self‑Awareness

The failure of one CEO’s video, paired with a rival’s sparkling success, provides attention-seeking bosses a tough reminder.

BY BRUCE CRUMLEY @BRUCEC_INC

McDonald’s CEO Chris Kempczinski. Illustration: Inc; Photo: Getty Images, McDonald’s

Most business leaders receive some degree of deference from employees and their professional entourages simply by virtue of being the boss. Meanwhile, CEOs of major corporations enjoy additional celebrity treatment for being easily identifiable public figures—not to mention multi-millionaires. But that habitual........

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