"If I had one business superpower, it would be constant courage. I wish for every innovator their ability to be Captain Courageous. Courage comes about in innovation because often you don't know what the answer is, you have to decide to go forward. It takes courage to go forward when no one else thinks it's a great idea. It takes courage to kill an idea that at one point you thought was going to work out. At GE, we often talk about imagination as a leadership trait. And often to us imagination is, Do you have the courage to pick and support good ideas?" -- Beth Comstock
If you could have one business superpower, what would it be?
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.
In 2003, she was named GE's first Chief Marketing Officer in more than 20 years and as such, helped reinvigorate marketing across the company, introducing ecomagination, Imagination Breakthrough innovations and the "imagination at work" brand campaign.
Previously, Beth held a succession of publicity and promotions roles at GE, NBC, CBS and Turner Broadcasting. She began her career in local television production in Virginia.
Beth is a trustee of the Smithsonian's Cooper-Hewitt National Design Museum. She is a graduate of the College of William and Mary. She and her husband have two daughters.