Lorraine Bolsinger, vice president and general manager of GE Aviation Systems, acquired these skills through experimentation. She began blogging a few years ago but initially didn't get much response. "It took time to get my audience actively involved," she recalls. "I had to find my voice and become more conversational, more easygoing." To increase the allure and sustainability of the dialogue, she eventually created a "360 blog," where all her direct reports blog with her on the same platform. This networked blog, with 12 regular contributors, provides additional points of view on issues, promotes more frequent communication, and attracts broader participation. Bolsinger says that the quality of her group's dialogue about strategy and operations has improved thanks to these efforts.