"I’m always challenging my agency people to come up with ideas they think I won’t want, or that they think I’ll think are too risky. Sometimes they are too risky for us, but the process still allows us to go further than we would have gone… When you’re trying to do something new at any big company, there’s always going to be some amount of skepticism. But part of the new culture here is you can’t just sit back and do the same old."

Judy L. Hu, Executive Director for Advertising and Branding for General Electric as quoted in Fast Company (September 2006)