Beth Comstock: The Future is for Creatives

Beth Comstock wrote Imagine It Forward for one pressing reason. “We need more people in our organizations who are leading with imagination,” she says.
It’s a call to action any creative can agree with. As the machine mind squeezes imagination out of our organizations, we’ve all got to partake in a creative revolution. “The future depends on it,” says Comstock.
Imagine It Forward is about more than navigating organizational change. Comstock shares her personal career story, as she rises from leading NBC’s corporate communications department to becoming GE’s Chief Marketing Officer, then, ultimately, GE’s Vice Chair. One theme throughout is Comstock’s “job crafting”—taking on new responsibilities in current roles that paved the way for her to take on the next role. “I’ve done it in almost every job I’ve had because I am curious,” she says. “My best example is when I went into marketing at GE.”
At GE then, marketing was seen as what you do at the end of a product cycle. “A group of us ..