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04Precedent · how it went for them

The situation“I've been told to 'be more innovative' and I don't know what that means.”

Leaders who made the same call — what each did, and how it went.

Worked

Worked · Beth Comstock, GE and FastWorks, 2011 onwards

Beth Comstock was GE's Chief Marketing Officer and later Vice Chair, operating under a CEO (Jeff Immelt) who had publicly made "be more innovative" the company's strategic posture without specifying what that meant in operational terms.

Worked · Penny Pennington, Edward Jones, 2019 onwards

Penny Pennington became Managing Partner of Edward Jones on 1 January 2019 — the first woman to lead the 100-year-old St.

Worked · Regina Mayor, KPMG Global Energy Transformation Conference, 2010s onwards

Regina Mayor served as KPMG's Global Head of Energy and Natural Resources for the bulk of the 2010s before being appointed Global Head of Clients & Markets in October 2022.

Worked · Netflix, Chaos Monkey, 2011 onwards

As Netflix moved its infrastructure from its own data centres to Amazon Web Services, the engineering team faced a new problem: the cloud was less reliable than dedicated servers, and instances could fail without warning.

Worked · Brian Kovalchuk, Pabst Blue Ribbon, 2001 onwards

PBR was a hundred-year-old American beer brand whose sales had been declining steadily since their peak in 1977.

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