Inside General Electric’s digital transformation

General Electric (GE) creative chief Andrew Goldberg addressed an audience in New York this week to explain how shifting popular perception of the company was fundamental to its future; one where it eyes itself as a digital behemoth that is equal to, if not more important than the likes of Amazon and Google when it comes to our digital lives.   
For a company whose history spans three centuries, and boasts some of the most edificial names in scientific history among its co-founders in