The one with PepsiCo Beverages US CMO Mark Kirkham about the science of growth and the math of differentiation.

The one with TIAA Chief Marketing and Communications Officer Micky Onvural about the lessons learned in going from CMO to CEO and CEO to CMO.

The one with ServiceNow CMO Colin Fleming about how buying happens, what B2C marketing can learn from B2B and B2C from B2B, and a case well made for doing less, exceptionally.

The one with McKinsey Senior Partners Kelsey Robinson and Shelley Stewart about the bottom-line consequences of the CEO and CMO disconnect.

The one with Unilever Chief Growth & Marketing Officer, Esi Eggleston Bracey on what CEOs need to know about driving desirability at scale, the difference between marketing and sales, and how you win hearts, minds—and machines.

The one with Cannes Lions CEO Simon Cook on what was said at the Festival’s inaugural Global CEO Forum about why creativity is an organizational imperative, the high cost of “not now”, and why “creativity” may have a brand problem.

The one with Meta’s CMO and VP Analytics Alex Schultz about timeless truths, and measuring for incrementality and impact.

The one with Rare Beauty CMO Katie Welch on paying attention to attention, ensuring a lipstick is more than a lipstick, and the fine arts of getting someone to do something.

The one with the founder and CEO of Alembic Technologies, Tomás Puig, about what to do when you just don't know, cause and effect correlation, and what may be the most advanced marketing attribution model today.

The one with...um, me, Seth Matlins, about the nature of marketing influence and other things CEOs (and CMOs) might consider.

The one with Hasbro CMO Jason Bunge about resetting marketing muscle memory, how to feed the appetite for investment, and his favorite metric to hate.

The one with NFL CMO Tim Ellis on future-proofing the league, Monday Morning Marketing, and why the short-term must always support the long-term.

The one with Fundamentalco founder and CEO Jonny Bauer about how to make a company more valuable.

The one with legendary CMO Linda Boff on the path from Thomas Edison to the present, making the invisible visible, and the lessons CEOs can learn from getting dressed in the morning.

The one with Walmart CMO William White about the essential strategic importance of remembering you can do anything but not everything.

The one with HP Chief Marketing and Corporate Affairs Officer Antonio Lucio about following the money, the relationship between numbers and ideas, and the bottom-line consequences of defining marketing too narrowly.

The one with Calvin Klein CMO Jonathan Bottomley on the business of telling truth with power, an archaeological way of thinking, and the analytical arts.

The one with Chime CMO Vineet Mehra about commercial leadership, capital allocation, and a Biggie versus Tupac marketing metaphor.

The one with Visa CMO Frank Cooper about predicting and interpreting outcomes.

The one with Ally Financial’s Chief Marketing and PR Officer Andrea Brimmer about the c-suite’s lack of understanding of marketing’s complexity.