Class B people get hired when ( inflationary, like Big Bang )"growth" outpaces
Read "A New Brand World" ( http://www.amazon.com/New-Brand-World-Principles-Twenty-First/dp/0142001902/ ) by the former brand-manager for Nike & Starbucks:
their super-growth period ( Starbucks ) meant hiring rather a few former macdeath managers, and they didn't "get" cafe-culture,
so they obliterated some of it,
in exchange for supersized coffee cups.
Sometimes one has to have the brains to turn-down an opportunity, in order to keep one's soul,
but that blows the short-term-bottom-line,
PS: Also read:
Al & Laura Ries, The 22 Immutable Laws of Branding
& Focus - The Future of Your Company Depends On It
Both of which counter some of what the first book says, and eloquently
Hire the skill-set, change the person-nature.
Which results in
Hire the someone, change the skill-set
Which is more-valid, seen plainly as that?