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About Beth Comstock
Beth Comstock is change maker who has helped people grapple with rapid-fire change and open up their companies to transformation. Before she ever led the reinvention of a team or a business, she learned to rely on her curiosity to provoke change in herself. She infused her life with the habit of discovery, seeking out new ideas, people and places and in turn she built a career path from storyteller to chief marketer to GE Vice Chair. And now author.
Beth knows what it is like to work on the front lines of change. In nearly three decades at GE, she led efforts to accelerate new growth and innovation, initiated GE's digital and clean-energy transformation, developed new businesses and increased GE’s brand value. She created GE Ventures, oversaw GE Lighting, and was the company's Chief Marketing Officer. As President of Integrated Media at NBC Universal, Beth oversaw ad revenue and the company’s digital efforts, including the early development of hulu.com. Earlier in her career, she held a succession of marketing and communications roles at GE, NBC, CBS and Turner Broadcasting/CNN.
Beth is a director at Nike, trustee of The National Geographic Society and former board president of the Cooper Hewitt Smithsonian National Design Museum. She graduated from the College of William and Mary with a degree in biology.
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Change is the only constant. Learn to be a change-maker.
In Imagine It Forward, Beth Comstock, the former vice chair of GE, describes her twenty-five year efforts to be an instigator of change at every level of business. When she first moved from NBC to parent company GE in 1998, she was ignored as a woman in a man's world, treated as an outsider because she didn't have a business background, and ignored as a mere PR person. But CEO Jeff Immelt realized even then that the industrial giant, like so many businesses, had to change fast in order to stay relevant in a world where Google, Facebook, and an explosion of internet companies were transforming how goods and services were marketed, made, and sold.
In a deeply personal journey filled with practical takeaways from two plus decades of initiating change at the top levels of one of the largest corporations in the world, Comstock lays out the challenges, opportunities, tools, and practices needed to embrace change, whatever industry you are in, and make it part of every management decision.
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