Change is always a challenge, and for long-established corporations, the stakes are often incredibly high. Staying true to one’s values while navigating a constantly-changing business landscape requires adaptability, but also a concrete sense of your company’s authenticity and “true north”. Linda Boff is Global Chief Marketing and Communications Officer at General Electric, a world energy, aerospace, and healthcare leader.. In this episode, she explains how a global leader reimagines itself as three separate public companies, while still being an authentic expression of its long standing purpose and impact. And how from a communications point of view, you navigate such dynamic transformation in ways that infuse the company with new life and growth.