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.
In my discussions with Linda, I’ve always been so impressed with her unwavering commitment to honoring diverse points of view from her expansive community. As a leader, she goes out of her way to ensure she is guiding her team vs over-influencing and encourages input from multiple formats knowing that not everyone operates the same way. Whether that is launching a digital advisory board to include partners in the conversation, to being mindful of how she participates in meetings, to inviting a new hire to breakfast to learn from them.
To master anything in life, one must first master their self. To find out more on how Linda has become a master storyteller and whether or not you should invite her to your dinner party, you’ll just have to listen in…