Cultural change must be managed from the top of the organization. Senior managers and administrators have to be strongly committed to the new values and need to create constant pressures for change. They must have the staying power to see the changes through. For example, Jack Welch, CEO at General Electric, has enthusiastically pushed a policy of cost cutting, improved productivity, customer focus, and bureaucracy busting for more than ten years to every plant, division, group, and sector in his organization. His efforts were rewarded with a Fortune cover story laud his organization for creating more than $52 billion in shareholder value during his tenure.