GE CMO Linda Boff on the Mastery of Storytelling

Linda Boff, CMO of GE, is a master storyteller who brings together internal and external voices to communicate GE as a brand that is human, accessible, contextual, relevant and contemporary. But as she shares in our session together, Storytelling isn’t just an external marketing exercise, it’s an essential leadership skill to inspire and influence disparate stakeholders, internal teams, peers and industries. It also isn’t just a one-way exercise of pushing out messages as it requires extensive listening and connectivity to true passions to get to the right story. Nadine Dietz is chief community officer at Adweek and host of the CMO Moves podcast.