We've made our list and checked it twice: this week's CNBC Executive Edge winners and losers.
So what did it take to land a coveted, or dreaded, spot?
Well, you could steer your company to gamble big where others have lost. Or you could be a pop icon with marketing nerve. Or you could do something really daring, like stake your business on the kindness of the People's Republic of China. And of course, you could do something really, really embarrassing, involving 40 million of your shoppers.
To see what we mean, read on.