Brooke
Skinner Ricketts
CEO at Beyond Barriers
"The Assessment Gap: Why Working Harder Isn't Working"
"The Assessment Gap: Why Working Harder Isn't Working"
Tue May 12 - 12:20 PM EDT/New York (See in local time)
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05/12/2026 12:20 PM
05/12/2026 01:00 PM
America/New_York
#WTGC2026
"The Assessment Gap: Why Working Harder Isn't Working"
#WTGC2026
"The Assessment Gap: Why Working Harder Isn't Working"
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"The Assessment Gap: Why Working Harder Isn't Working"
"The Assessment Gap: Why Working Harder Isn't Working"
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Session: The Assessment Gap: Why Working Harder Isn't Working
73% of high performers get passed over for promotions despite excellent work. The reason isn't bias or bad luck—it's the Assessment Gap. While some professionals are evaluated on their potential, others are judged solely on their proof. This invisible disparity determines who advances and who plateaus, yet most people don't even know it exists. Brooke Skinner Ricketts spent two decades navigating this gap—from truck stops at 19 to the C-suite before 40—and now helps nearly 2,000 professionals close it. In this talk, she exposes the unwritten rules of career advancement and provides the GUIDE framework for ensuring your talent translates into recognition.Key Takeaways
- How to identify whether you're assessing/being assessed on proof or potential—and how to shift the dynamic
- The specific behaviors that signal "leadership potential" to decision-makers
- A 90-day action plan for closing your personal Assessment Gap
Bio
Brooke Skinner Ricketts is a transformational CEO, growth strategist, and Fortune 200 executive who turns ambitious vision into measurable impact. With over two decades of experience leading, scaling, and transforming organizations, Brooke has operated at the highest levels of business—taking two companies public before her 40th birthday and serving as an operator, executive, and board member for category-defining brands.Her career trajectory tells a powerful story: from conducting market research at truck stops as a junior strategist to commanding boardrooms and stages worldwide. This journey from the ground up has given Brooke a rare combination of strategic acumen and operational authenticity that resonates across every level of an organization.
Brooke's expertise spans the full spectrum of growth drivers—strategy, brand, product, and marketing—delivering exceptional results for industry leaders including Twitter, CARS, and SC Johnson. As a recognized thought leader, she has been featured in Forbes, Crain's, and The Wall Street Journal, and commands stages at premier events like SXSW and for organizations including Google and Facebook.
As CEO and co-founder of Beyond Barriers, Brooke is on a mission to solve one of business's most critical challenges: helping people-powered organizations retain, engage, and develop talent at scale. Her approach combines data-driven strategy with deeply human insight, creating sustainable competitive advantage through exceptional cultures and leadership development.
Brooke lives in Wilmette with her wife, three children, and two dogs. Outside the office, she's an avid reader, writer, and self-proclaimed mediocre tennis player who brings the same competitive spirit to her Park District league that she brings to the boardroom— with *slightly* lower stakes and an equally impressive team.
