Undercover Boss” kicks off after the Super Bowl February 7th and we will be setting our respective DVRs (via LA Times). We like that the companies aren’t being paid, and in turn aren’t paying for advertising either.

John thinks the show could be good, or really really really bad, but he’ll definitely watch.

Susan thinks it is the right time to do something like this especially in light of all the hanky panky going on in the corporate world.

I (Dan) say this is a good way for companies to earn trust from the consumer.  It’s a great opportunity for CEOs to show they are human too and step out from beyond the Twitterverse and their own blogs. Would also love to see the long list of companies that turned this opportunity down…

Click the image for a video preview from CBS:

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