Personal Connection in Corporate Storytelling
Video Author
Beth Comstock on September 5, 2014


GE CMO Beth Comstock emphasizes that connecting with your audience through an authentic, personal story is a critical first step for any brand—you have to achieve “mind share” in order to get market share. A company’s best storytellers are often their team members working behind the scenes. A marketer’s job is to elicit those stories and translate them to the world.

Beth Comstock's bio

Beth Comstock is passionate about change and innovation. She leads GE’s growth efforts via marketing, sales, licensing, and communications and oversees GE Ventures. Her current priorities include partnering with and and investing in start-ups; developing new markets in analytics, energy, and affordable health through GE’s industrial internet, ecomagination, and healthymagination initiatives; and making connections that spur a culture of inventiveness and grow brand value.

Previously she served as President of Integrated Media at NBC Universal, where she oversaw ad sales, marketing, and research and led the company’s digital media efforts, including early development of and Peacock Equity and the acquisition of

In 2003, she was named GE’s first Chief Marketing Officer in more that 20 years. Prior to that, she held a succession of roles at GE, NBC, CBS, and Turner Broadcasting.

Beth is a member of Nike’s Board of Directors and Trustee President of the Smithsonian’s Cooper-Hewitt National Design Museum. She serves on the board of Quirky, an online hub that makes invention accessible, and is a start-up partner with GE on smart consumer products.

Other Information



Related Articles:

AdAge: “GE CMO Beth Comstock: B-to-B Marketers Can’t Sell If They Can’t Tell a Story”

Forbes: “GE’s CMO Beth Comstock Inspires Innovation Through Instigating”

Harvard Business Review: “Innovation is Marketing’s Job, Too”

Speaker Achievements/Works:

Fast Company Most Creative People in Business