Linda Boff on Preserving the GE Legacy While Building Her Own

Boff is Adweek's first B2B Innovation Award Lifetime Achievement honoree

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A young woman is hunched over her textbook like a gull on the water’s edge, so immersed in thermodynamic theory that she seems not to notice that she’s alone in the darkened room. Suddenly, the library’s green desk lamps flicker, light streaks through the large bay windows, and pages of ancient books turn by themselves. The room is transformed into a surrealist mashup of nature and industrial innovation: Ferns sprout from the floor, and a wind turbine churns along the far wall of books while a jet plane moves placidly overhead.



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