Former GE executive Beth Comstock has a long and successful track record of finding stories within a company and using them to create strategies, build entrepreneurial teams and take imaginative risks. The author of the recent book Imagine It Forward: Courage, Creativity, and the Power of Change, Beth spent nearly three decades at GE. As vice chair of business innovation and, before that, chief marketing officer, she led efforts to accelerate new growth, develop digital and clean-energy initiatives, seed new businesses and build brand value. She was also part of GE's pioneering efforts to adopt Net Promoter® and learn how to use it as both a metric and as a vehicle for telling customer stories.
Customer Confidential: Untold Stories of Earned Growth