In 2011 Cigna decided to get hip. Yup, that’s right. They turned their stiff “insurance self” into one cool company. I was thrilled to be the voice behind the new brand, called GO YOU. I diligently wrote posts about positivity and individuality to keep up a thriving conversation on Facebook. And within 3 weeks, 12,000 people liked the page – and decided to like the company, too.