From Engineering Orientation to Design Orientation
Obi-Wan and Boeing

In his BlogWell Seattle case study presentation, “Obi-Wan and Boeing,” Communications Director, Todd Blecher, spoke about the evolution of Boeing’s online communication approach [the reasoning behind the new Boeing.com].

Todd explained that by focusing on storytelling, sharing, and video, they have been able to change the tone of their online content from technical and boring to personal and interesting.