Elizabeth Cogswell Baskin is the founder and CEO of Tribe, Inc., an internal communications boutique working with global brands. She believes the employee audience is the most critical audience for any brand because they’re the ones who deliver on the brand promise — or not. Before launching Tribe, she was the CEO of consumer branding agency MATCH. Prior to that, she served on the management team at the Morrison Agency and worked in creative positions for several other ad agencies. She began her career as a newspaper reporter. A recognized thought leader in the internal communications industry, Elizabeth stresses the power of creating human connections through communications. She has been featured in publications ranging from the Wall Street Journal to Fast Company. She’s also the author of several books, including “Run Your Business Like a Girl,” a study of female entrepreneurs, and “Hell Yes!” about how to say no. Elizabeth holds a B.A. in English and History from Emory University, completed a post-baccalaureate thesis in the Honors Program of Georgia State University and is a graduate of the Portfolio Center, where she also served on the faculty for several years.