![]() ![]() In Boff’s 12 plus years at the company, GE has shifted it’s focus from appliances and consumer products to energy, health, and transportation - creating what they like to call a digital industrial company. On the Marketing Stage of the Collision Conference, GE CMO Linda Boff shared how one of the most well-known brands remains both relevant and loved in a world where everyone knows your name and assumes they already understand everything you do. ![]() But at least for the last century, brand recognition has never been the problem. Innovation is only successful when it doesn’t compromise what makes your brand, your brand.Ī lot has changed for GE since it began creating lightbulbs back in 1892. Yet, three of the most reputable names in the room all touched on this same theme in their talks. Your mission must be more important to you than your product.įor the startups fighting to stand out, the importance of product is undeniable. While the content of the conference mixes topics from all ends of the business spectrum, what I found most interesting was the collision (pun intended) of ambitious startups and revered corporations all in the same 100,000 square-foot convention hall.ĭespite the dichotomy, I was reminded that there is a single aspect all businesses must share if they hope to make it for the long-haul, and it’s not simply a killer product or an obsession with innovation. Among the speakers, there were some big names: CNN, The Guardian, General Electric, Ogilvy. And to be honest, it felt a bit like walking into a massive episode of Shark Tank.Īs the center of the room bustled with the energy of rows upon rows of startup booths, around 300 speakers took the stage to share their insights on all things tech, business, sports, and music. ![]() This week in New Orleans, 630 rising startups hit the floor at the Collision Conference to share their products and pitch to over 400 investors. Or maybe the quote was about an 18th century man. “It is a truth universally acknowledged, that an investor in possession of a good portfolio must be in want of a new startup…” Your Mission Must Be More Important Than Your Product
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