Review of Imagine It Forward

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  • Eye Opening
  • Engaging
  • Insider's Take


Former GE vice chair Beth Comstock tried to champion change. She brought in innovators as catalysts for digital media at NBC. She spearheaded Ecomagination to make GE a leader in energy efficiency. She “imagined forward” the “Industrial Internet” with its potential for disruption and transformation. Yet Comstock had to push against “imagination gaps” in GE’s culture at the time, problems that foreshadowed its earlier struggles and her dismissal. In a fascinating inside look that never veers into bitterness or smugness, Comstock illuminates the challenges that legacy firms face amid rapid technological change.

About the Authors

Former vice chair of GE and current corporate director at Nike Beth Comstock has appeared on the Fortune 500 and Forbes lists of the world’s most powerful women.


Ongoing change is messy and chaotic, collaborative and inspiring.

Organizations that ignore change during times of extraordinary upheaval will, Beth Comstock insists, find themselves left behind. Embrace change when you see it coming, and accept that you don’t have all the answers – yet. Tried-and-true expertise won’t navigate you out of complexity and unpredictability.

Comstock dissects how the Industrial Revolution, with its predictable, standardized and uniformly controlled machines, created the world in its image. People had no incentive to take chances or be creative, and, Comstock says, that limited adaptability. Today’s complex problems require imaginative solutions. Overcoming the “imagination gap” is imperative. 

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