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Fittingly, Linda Boff, General Electric's newly minted CMO, opened Thursday's Association of National Advertisers Master's Conference in Orlando by emphasizing the multinational conglomerate's storied history of being first, with experimentation and invention making up the digital industrial company's DNA.
"GE does chase the shiny object, as you only get one chance to be out front," said Boff. "GE loves to be first, being unexpected, knowing who we are and embracing creativity. Spoils first go to the early adopters."
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