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Imagine It Forward

Imagine It Forward

By Beth Cornstock & Tahl Raz

Courage, Creativity, and the Power of Change. Random House, 2018.

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21 mins read

17 Key insights

A brief summary of Imagine It Forward

The remarkable story of prominent businesswoman and former vice chair of General Electric, Beth Comstock, including the innovations she made and the challenges she overcame, along with advice on embracing change and using your imagination to adapt.

Key insights in Imagine It Forward

1
What do you get from this book? The inspiring story of a woman overcoming her fears and transforming business
2
Accepting change and finding new ways to adapt are crucial to a company’s success
3
After the end of her marriage, Comstock started at NBC, left when her job grew frustrating, and returned years later as a vice president
4
When Comstock left NBC for GE, she entered a controlling, male-dominated culture
5
Jeff Immelt shook things up at GE by having faith in Comstock and abandoning traditional purchase methods
6
“Imagination Breakthroughs” changed the way GE did business and allowed for a more creative atmosphere focused on marketing
7
The environment was a major issue that forced GE to reinvent themselves through Comstock’s Green Initiative “Ecomagination”
8
NBC asked Comstock for help going digital, but Jeff Zucker refused to support her ideas, causing internal conflict
9
Building a good team starts with strong “social capital,” something that iVillage was sorely lacking when NBC took over
10
YouTube changed digital media forever; Comstock invested in this new culture by helping to create and launch Hulu
11
GE faced financial ruin during the 2008 economic crisis, but Comstock utilized the power of “story” to rebrand the company
12
Home healthcare devices drew all of Comstock’s attention, resulting in GE taking over the “Industrial Internet”
13
Comstock promoted “emergence,” focusing on growing startups like Quirky that would help GE adapt to a digital future
14
“The Lean Startup” method reinvigorated GE, and almost succeeded in saving GE lighting
15
Summary of the key insights
16
Selected critiques in brief
17
Final word

Who should read Imagine It Forward

CEOs • entrepreneurs • business owners • managers • executives • anyone interested in improving their leadership skills

About the author of Imagine It Forward

Beth Comstock was publicity coordinator for NBC, ultimately becoming the President of Integrated Media at NBC Universal. She also served as the Chief Marketing and Commercial Officer for General Electric, eventually accepting a promotion to Vice Chair. Tahl Raz is a bestselling writer and award-winning journalist. His work has appeared in the Harvard Business Review and GQ.

author avatar

Beth Cornstock

author avatar

Tahl Raz

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