CasE Study: GE
GE's transformative new technology posed complex communication challenges.
GE's Predix is a multi-billion dollar technology platform that links things like jet engines and wind turbines to the cloud, and uses machine learning to make them smarter and more efficient. It's the first major attempt at an "industrial internet of things" and represents a huge opportunity for GE to apply their century of expertise to the digital age. However, Predix's incredible complexity – both on technology side and on the product side – made messaging extremely difficult. I worked with Liquid Agency to organize and articulate a strategy that turned a gordian knot of information into a clear, persuasive story.
My initial phase of work was an amazing learning process not unlike double majoring in industrial operations and cloud platforms. My education included one-on-one conversations with engineers, workshops for management teams and more, teaching me to think and talk like a member of their team. Next, I lead the effort to define the platform as a whole, shaping language and creating messaging hierarchies. I collaborated with Liquid strategists and internal leaders in an iterative way, proposing solutions and getting feedback until the messaging was unified and comprehensive. My final task was articulation, developing copy that was crisp and relatively jargon-free, while preserving the nuanced viewpoint the experts who had created Predix. The end result was a set of messaging tools ready for use on the web, in sales materials, and across the business, for one of the most storied companies in the world.