Partnerships drive disruption at GE

Geoffrey Precourt

"We are all on the verge of disruption," Andrew Markowitz announced, and captured the hearts and minds of the entire Association of National Advertisers' (ANA) 2015 Digital & Social Media Conference in Rancho Palos Verdes, California.

"Our businesses on the brand-side are getting disrupted on a daily basis," the general manager of General Electric's Performance Marketing Labs explained.

Markowitz's advice to his audience: "Get external."

More specifically: "You cannot solve this from inside your four walls. If you want to go from being the disrupted to being the disruptor, you get external and you stop thinking that you can solve all those problems yourself.

"That is something that we do. We have a lot of partners. We're very promiscuous at GE, because we are very external. We want to know where the good ideas are."