Julia Steyn was persuaded to join General Motors several years ago after she decided that the car business had the power to "change people's lives."
Now she has the opportunity to reshape GM itself.
As head of GM's Maven personal-mobility brand, Steyn is far removed from GM central casting. After many years as an investment banker, Steyn spent time as a high-level executive at aluminum maker Alcoa before GM wooed her to run its mergers and acquisitions business in 2012.
Now she's running Maven, a business venture that GM considers strategically critical. Consider these comments from GM President Dan Ammann in October 2015:
"By migrating our customer relationship to the mobile device over time, that gives us a platform with which we can then engage with our customers to offer services that are beyond just the traditional owner-driver business model."