The document describes a situation where the speaker led a change initiative in their company's telecommunications youth segment strategy. Previously, the company's marketing actions for youth were not integrated and lacked a common mission or clear objectives. The speaker worked to drive honest discussions, brainstorming, and teamwork to develop an integrated strategy with clear premises focused on youth customer needs and new trends. This included new online and offline platforms. The speaker believes an IE Master's program would help strengthen their change management competence by preparing them for constant change at personal, industry, and global levels and equipping them to better study external changes, make necessary changes happen, and convince others of the need for change.