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Beth Comstock: Make Heroes Out of the Failures

About this talk

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.

Beth Comstock, Chief Marketing Officer & Senior Vice President, GE

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, Peacock Equity, and the acquisition of 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.

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Comments (9)
  • Pete R.

    It’s great to see top management understand the connection between designers and engineers. Most love engineers but not willing to invest designers or vice versa. 

  • Phil Drolet

    That was one of the best short marketing talks I’ve seen in a while. I really enjoyed her vision of using passion, innovation, and organisation together to create “the future of marketing”. I hope more large companies watch this and get inspired to follow suit! 

  • Christopher

    No transcript and not captioned? #Accessibility #Fail

  • jkglei

    Hi Christopher. We’re working on video transcriptions for the future. We’ll get to it as soon as we can. // Jocelyn, Editor-in-Chief

  • Christopher

    Fantastic. I suggest CART for during live events that can then double as the transcript after the event runs.

  • custom research paper

    Nice video! thanks for the sharing!

  • Social Planet

    One of the best interviews I’ve seen. Great, practical expert advice and encouragement for marketers from Beth. 

  • Jannewson

    This was a very informative talk, and it actually reminded me of another video.

  • vj

    very informative….video….

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