How NI Used Change Management to Sell Its Updated Brand Purpose Internally

Tabitha Upshaw, senior director of brand, reputation, and impact at NI, shared how she and her team successfully sold the organization's updated brand purpose to the staff, ensuring everyone bought in and began to use the purpose as the lens through which they make every decision.

For the full Beyond Profit podcast, click here.


"NI's Call to Engineer Ambitiously." Beyond Profit Podcast, 9/19/22.

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