About this presentation

In a rare interview, GE's SVP and Chief Marketing Officer Beth Comstock talks to Behance's Scott Belsky about what it takes to keep great ideas alive in a big company. Offering essential insights for creative leaders, the conversation touches on the power of passion and storytelling in getting ideas off the ground, why we should make heroes out of failures, and the challenges of driving change amidst bureaucracy.

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0:22 role within a company
0:45 marketing redefined as innovators
1:25 helping create a vision
1:45 how do you move long term objectives forward?
2:06 building resilience
2:10 it's hard to fight for tomorrow
3:27 when things get tough, you still keep going
4:11 tell a story before you can sell a story
4:29 the passion always wins the day
4:40 the more passion someone has the more you have to listen
5:20 how do you allow/drive innovation and deal with failure at GE?
6:10 fail fast, fail hard
6:50 change dialogue: what does failure mean?
7:01 creativity is a process
7:13 key question: what did you learn, not what did you do
8:21 design is all about usability
9:01 design for problem solving
10:02 "instigators needed, but not always welcomed"
12:10 why is it important to change


About Beth Comstock

Beth Comstock is Chief Marketing Officer and SVP of GE. She leads the company's organic growth and commercial innovation initiatives, and the sales, marketing and communications functions. She is responsible for the GE-wide business platforms ecomagination, devoted to reducing environmental impact with new technology, and healthymagination, focused on achieving sustainable health through innovation by lowering costs, improving quality, and reaching more people.

She returned to the CMO role after having spent over two years as President of Integrated Media at NBC Universal. Beth oversaw the television ad sales, marketing, and research teams, with a focus on new advertising innovations. She led the company's digital media development and distribution, including the formation of hulu.com, Peacock Equity, and the acquisition of ivillage.com.

Previously, Beth held a succession of publicity and promotions roles at GE, NBC, CBS, and Turner Broadcasting. She is a trustee of the Smithsonian's Cooper-Hewitt National Design Museum. Beth and her husband have two daughters.


About 99U

The 99U delivers the action-oriented education that you didn't get in school, highlighting real-world best practices for making ideas happen.

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