Imagine It Forward

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9780451498298
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Imagine It Forward: Courage, Creativity, and the Power of Change

by Beth Comstock, Tahl Raz
Price: $18.00/ea — List price: $30.00
Hardcover
In Imagine It Forward, Beth Comstock tells us the story of her transformation from shy publicist to Chief Marketing Officer to the first woman Vice Chair at GE, as well as the story of her efforts to shift GE, a company known for its emphasis on process perfection and top-down management, to an adaptable, 21st century digital industrial. The newly emerging world is one where the only constant is change, where experimentation and imagination become essential business capabilities. This means every business manager facing transformation – which indeed is every manager – must become adept at fast iteration, have a higher tolerance for failure and ambiguity, and prepare for multiple futures at once. To do this, Comstock shows managers how develop a new mindset to make change work in their favor.

In a deeply personal and candid narrative filled with stories from her two decades at GE, Comstock reveals how she overcame her introverted nature and personal setbacks to uncover the new, the unusual, even the weird -- meeting new people constantly, exploring and nurturing ideas from the edge, testing methods that seed new growth, and learning how to work with and bring along naysayers. In the course of her career, she became a pivotal change maker, helping her company successfully grapple with rapid-fire change in industries ranging from media to health, energy, transportation, manufacturing, finance and software. Her book offers a rich portrait of a quintessentially American company embracing today’s global disruption while attempting to become a leading company of tomorrow.



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