Leadership in the Age of Disruption

How GE Power Is Transforming Its Communications and Culture to Adapt to the Digital Era

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Categories: Communication Strategy, Emerging Trends, Leadership & Management, Social Media, Techniques & Tactics

Case in Point

Case in Points are online, interactive case studies that are focused on various industry topics within communications. Each Case in Point is 75-minutes in length and the interaction will be tied to a private, online community. The online community will encourage participation through videos, suggested readings tied to the topic and through conversing with other attendees before and after the live session.

Coming soon to an industry near you: Digital Transformation. Competition, innovation, and marketplace disruption are forcing companies to up their digital game, and employees have to be on board for businesses to survive, and thrive.

GE, aiming to become the world’s first Digital Industrial Company, and a top ten software provider by 2020, created a employee communications strategy that would encompass education, engagement, and enthusiasm: DigiFit.

Positioned as a “gym for the mind,” DigiFit combines videos, gamification elements, and live events to help strengthen the idea of digital training as entertaining and gratifying, and to encourage all employees to progress through the entire program.

Feedback and outcomes have been overwhelmingly positive, with active engagement levels at 22%, more than double the typical engagement level for employee-facing campaigns.


David W. McCulloch, head of communications, GE Power Digital

Photo of David W. McCulloch

McCulloch leads global communications for GE's $500M Software-as-a-Service business, GE Power Digital Solutions. He is responsible for harnessing digital and traditional media and events to engage global power and utility leaders, and those who influence them, in conversations about the digital transformation of the electricity industry. David also oversees internal communications programs designed to help GE Power’s 60,000 employees understand their role in accelerating the digitalization of electricity. Under his leadership the GE Power Digital Solutions communications team was recognized with a Gold Sabre for Excellence in Software Communications in 2017, and with a 2017 New York Festivals film award for GE Power’s DigiFit employee communications program.


Adam Tucker, General Electric

Photo of Adam Tucker

Adam Tucker is the Employee Communications Leader for Power Digital Solutions, where he is responsible for global internal communications for GE’s fastest-growing software business segment.
In this role, Adam aligns the organization’s 500+ employees behind its mission, empowers them to drive it forward, and keeps them highly engaged on the journey. Additionally, Adam’s responsibilities include scaling the GE Power Digital story to GE Power’s 2,000+ key sellers around the world, helping them to build confidence talking about digital with their customers. The role will also play a pivotal role in activating GE Power employees through social media.


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