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What’s the Matter with Owen? With GE?

Thursday, 14 January, 2016

Scene: Two geeky couples are chilling, and one guy (Owen) announces that he’s just got a job coding at General Electric. The other guy responds that he’s working on the app that lets you put fruit hats on animals. Forget about the life-changing projects Owen will be working on at GE. The really cool thing today is putting melon hats on cats.

Industry 4.0: The idea behind the clip is that GE is re-branding itself from old to new, from Industry 1.0 to Industry 4.0. Household appliances are in the product portfolio, but GE is also involved in renewable energy and healthcare. “The Digital Company. That’s Also an Industrial Company” is the new mantra.

Boston: Yesterday, GE announced that it will relocate its headquarters from Connecticut to Boston’s hip waterfront. The move signals that it’s serious about the new industrial era that will revolve around software innovation. GE is also saying that its priority now is to attract the kind of workers who prefer to live in cities instead of the suburbs.

Quote: “We want to be at the center of an ecosystem that shares our aspirations,” GE Chief Executive Officer Jeffrey Immelt said in a statement, quoted by Bloomberg. “Greater Boston is home to 55 colleges and universities. Massachusetts spends more on research and development than any other region in the world, and Boston attracts a diverse, technologically-fluent workforce focused on solving challenges for the world.”

Slogan: That’s good news for Owen. One can imagine him in a meeting discussing how to update the company slogan. “‘The Digital Company. That’s Also an Industrial Company'”? “It’s, like, so 2016. How about this, guys?” ‘The Digital Company. That’s Still an Industrial Company'”! Cool. Then, when Owen is the CEO, it won’t take him long to transform the slogan and GE to a three-word sentence: “The Digital Company.”


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