To Hell and Back: How an expedition into an active volcano helped GE marketers

This article describes a project from General Electric, the industrial giant, to climb into a Nicaraguan volcano nicknamed "The Mouth of Hell" to advance the science necessary to detect and predict a volcanic eruption.

To Hell and Back: How an expedition into an active volcano helped GE marketers

Chris Warren

How a scientific expedition into an active volcano helped GE marketers tell the story of the Industrial Internet, explain the company's own evolution, and help save lives.

Adventurer Sam Cossman discovered firsthand just how unwelcoming a spot it is when, this past summer, he repeatedly made the 1,200-foot descent by zip line. Cossman had initially been drawn to Nicaragua after receiving an unexpected email earlier in the year from a local bed and breakfast owner telling him something unusual was happening. "The Masaya crater...

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