Find out how GE tuned into what matters most to their customers, even if it's not what they're selling
They played up to it. They created an ad that acknowledges that people care more about their own personal lives than what GE is doing, while simultaneously pointing out their importance as a business.
This was so successful because of perspective – a human perspective. By using powerful human storytelling to stir up emotions, this B2B company reminds the businesses they sell to that it’s ultimately real human beings who benefit from their products.
On paper, GE might seem dry or clinical as a business, but the human and end-consumer focus of “What matters” reveals how the company makes a difference in their lives.