Making “The Message”: Why GE Took a Big Bet on Podcasting (And What’s Next)

As the Chief Creative Officer of GE, Andy Goldberg led the charge in developing new stories on emerging platforms and broadening General Electric's brand reach in the process. One of Andy's recent efforts was launching a podcast called "The Message." In the few weeks after launch, it shot up to the top of the iTunes charts, beating out hits like "Serial." On today's show, Andy shares advice on how to actually push a brand to explore these new, creative pursuits while still staying true to a company's roots.