It’s tough being a CEO. No, seriously: How can the head of a retail giant maintain a positive pseudo-relationship with hundreds or even thousands of employees when it’s hard enough for C-levels at small businesses to let all their people know that they care?

Hubert Joly, newly appointed CEO of big-box chain Best Buy, decided to pull a twist on the “Undercover Boss” concept and work on the floor in a retail capacity for the first week of his new job.

What’s the reasoning behind this move? Apparently Joly wants to counter criticisms about his lack of retail expertise while also “engaging with…employees” and emphasizing his dedication the Best Buy’s tech customer service “Geek Squad”, which is one of the most important elements of their brand.

Sounds good, but will it work for Joly? More importantly, will it work for Best Buy? Or will it go down as another halfhearted PR stunt?

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