When billions of people interact with your product but only a handful truly understand how it works, you’re facing one of marketing’s toughest challenges. In this episode of the Supercharge Marketing podcast, host Pius Chan sits down with Kirsten Kutz, who leads reputation, media, and culture communications at GE Aerospace, to unpack how she bridges the gap between technical innovation and human storytelling.
About Kirsten Kutz
Kirsten Kutz brings over 20 years of global marketing and communications experience to one of the world’s most complex industries. Currently leading reputation strategy at GE Aerospace, she’s built her career translating intricate technical innovation into clear, compelling narratives that resonate across cultures—from the U.S. to China to the Middle East. Her superpower? Making even the most sophisticated aerospace technology feel accessible and trustworthy.
What You’ll Learn
- The consistency principle: Why trust in B2B isn’t built through campaign volume, but through reliable, repeated messaging over time
- Cultural adaptation without dilution: How to identify the fundamental constants in your offering and adapt the nuance for different audiences
- The outsider’s advantage: Why not being a technical expert can actually strengthen your ability to communicate complex products
- Live communication wins: Why authentic, personal conversations now cut through noise better than polished written content
- Preparing for AI saturation: How to future-proof your marketing when audiences increasingly question what’s real
Why You Should Care
Content overload isn’t coming—it’s here. As Kirsten points out, “Written communication is tough now to get people’s attention.” For B2B marketers, especially those in technical industries, the challenge goes deeper: you’re competing not just for attention, but for trust. Her insights reveal that in an age where AI can generate endless polished copy, authenticity and consistency become your real differentiators. Whether you’re marketing aerospace engines or enterprise software, the fundamental challenge is the same: how do you prove reliability to decision-makers while making your story resonate with everyone else who touches your brand?
Ready to learn how to build trust that lasts in complex markets? Tune in to this episode of Supercharge Marketing wherever you get your podcasts. Subscribe to catch fresh insights from marketing leaders who are navigating today’s toughest challenges—and winning.
