Beth Comstock
About Beth Comstock
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Economic Recovery from the COVID-19 Pandemic
Speaking videos
Media coverage
The Beth Comstock Way To Make Strange, Serendipitous Connections
GE's chief marketing officer chats with us about her unexpected but sticky approach to bonding the better to build business.
Beth Comstock on New GE Ventures Office in Valley - Kara Swisher ...
Kara Swisher interviews Beth Comstock, who oversees GE Ventures, a renewed effort by the industrial conglomerate to focus in investment in promising ...
Beth Comstock and GE: Imagining the Future » Knowledge@Wharton
Beth Comstock, a senior vice president and chief marketing officer at General Electric, thinks everyone should embrace change, accept challenges and never ...
Books by Beth Comstock
“Imagine It Forward: Courage, Creativity, and the Power of Change” (2018)
From one of today’s foremost innovation leaders, an inspiring and practical guide to mastering change in the face of uncertainty. The world will never be slower than it is right now, says Beth Comstock, the former Vice Chair and head of marketing and innovation at GE. But confronting relentless change is hard. Companies get disrupted as challengers steal away customers; employees have to move ahead without knowing the answers. To thrive in today’s world, every one of us has to make change part of our job. In Imagine It Forward, Comstock, in a candid and deeply personal narrative, shares lessons from a thirty year career as the change-maker in chief, navigating the space between the established and the unproven. As the woman who initiated GE's digital and clean-energy transformations, and its FastWorks methodology, she challenged a global organization to not wait for perfection but to spot trends, take smart risks and test new ideas more often. She shows how each one of us can—in fact, must -- become a “change maker.” “Ideas are rarely the problem,” writes Comstock. “What holds all of us back, really—is fear. It’s the attachment to the old, to ‘What We Know.’” Change is messy and fraught with tension, uncertainty and failure. Being “change ready” calls for the courage to defy convention, the resilience to overcome doubts, and the savvy to know when to go around corporate gatekeepers to reinvent what is possible. Among the practical takeaways Comstock offers: • The power of discovery—bringing the outside into your organization. It’is about turning the world into a classroom. • Find a spark—provocateurs who challenge established ways of thinking can be a powerful catalyst for change. • Give yourself permission—every change maker must learn to give herself permission to push outside expectations and boundaries. Confronting today’s accelerating change requires an extraordinary degree of problem-solving, collaboration, and forward-thinking leadership to unlock every person’s potential. Imagine It Forward masterfully points the way.
“Unleashing the Power of Marketing (Harvard Business Review)” (2010)
Beth Comstock, the chief marketing officer and a senior vice president of General Electric, Ranjay Gulati, a professor at Harvard University, and Stephen Liguori, the executive director of global marketing at General Electric, write about how GE's leaders set out to find the skills they needed to win credibility and deliver results. This article was first published in the October 2010 issue of Harvard Business Review.
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