Beth Comstock: Bringing Imagination to Your Business

If throughout its history GE brought good things to life, you might say that – along with a few select others – Beth Comstock brought imagination to GE. And if you listen to her, you will understand how to bring it your own business, too.

Beth’s story, perhaps, might seem hard to imagine. She began in PR and rose to become a GE Vice Chair. Along the way, among other roles, she served as GE’s first Chief Marketing Officer in 20 years and operated GE Business Innovations.

She has also left her mark on American popular culture. Beth helped lead GE’s strategic shift to “ecomagination” and the “imagination at work” brand campaign; she served as President of Integrated Media at NBC Universal, where she launched Hulu. She also green lit GE’s iconic post-9/11 ad of a resolute Lady Liberty rolling up her sleeves, climbing off her podium, and the simple words: “We will roll up our sleeves. We will move forward together. We will overcome. We will never forget.” 

What does imagination look like? That’s what Beth explains in her terrific and personal new book “Imagine It Forward: Courage, Creativity, and the Power of Change.” It’s also what she explains to me in this conversation.

 
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