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In July 2002 the New Yorker published an article called TheTalent Myth by Malcolm Gladwell. In this article Gladwell explores the shortcomings of a widely recognized management system put forward by a management-consulting firm called McKinsey & Company who advocate a three-tiered management process known as differentiation and affirmation. In this process of differentiation and affirmation employee performance is rated resulting in each employee being placed in one of three categories A, B, and C.