The CEO of Baldwin Company reported on 4 financial ratios to analysts instead of the 11 ratios prepared by the controller. Reporting fewer ratios allows the CEO to selectively disclose information that paints the company in a positive light. However, this risks misleading analysts and investors by omitting other important metrics, and could damage the company's reputation if seen as an attempt to hide negative financial details. The controller, who prepared all 11 ratios for the board, should advise caution to prevent legal and credibility issues from selective disclosure of only favorable information.