Imagine It Forward
Courage, Creativity, and the Power of Change
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Narrated by:
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Beth Comstock
About this listen
From one of today's foremost innovation leaders, an inspiring, personal approach to mastering change in the face of uncertainty.
Named a 2018 Best Business Book Pick by Fast Company and Wired UK.
Confronting change is incredibly hard, both organizationally and personally. People become resistant. They are afraid. Yet the pace of change in our world will never be slower than it is right now, says Beth Comstock, the former vice chair and head of marketing and innovation at GE.
Imagine It Forward is an inspiring, fresh, candid, and deeply personal audiobook about how to grapple with the challenges to change we face every day. It is a different kind of narrative, a big-picture audiobook that combines Comstock’s personal story in leading change with vital lessons on overcoming the inevitable roadblocks. One of the most successful women in business, Comstock shares her own transformation story from introverted publicist to GE’s first woman vice chair and her hard-won lessons in shifting GE, a 125-year-old American institution, toward a new digital future and a more innovative culture.
As the woman who initiated GE's Ecomagination clean-energy and its (and NBC’s) digital transformations, Comstock challenged a global organization to not wait for perfection, but to seek out emerging trends, embrace smart risks, and test ideas boldly and often. She shows how each one of us can become a “change maker” by leading with imagination.
“Ideas are rarely the problem,” writes Comstock. “What holds all of us back, really - is fear. It’s the attachment to the old, to ‘What We Know.’”
As Comstock makes clear, transforming the mind-set and culture of a company is messy. There is no easy checklist. It is fraught with uncertainty, tension, and too often, failure. It calls for the courage to defy convention, go around corporate gatekeepers when necessary, and reinvent what is possible.
For all those looking to spearhead change in their companies and careers and reinvent “the way things are done”, Imagine It Forward masterfully points the way.
©2018 Beth Comstock and Tahl Raz (P)2018 Random House AudioListeners also enjoyed...
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Critic reviews
“If there is one skill that more individuals and companies need to hone it's imagination. And if there is one person who can teach us how to do it, it’s Beth Comstock. Woven together through own journey, Comstock offers us simple and practical steps on things we can all do to prepare ourselves for the future...or even invent it.” (Simon Sinek, optimist and New York Times best-selling author of Start with Why and Leaders Eat Last)
“Beth Comstock has written a wonderful book, full of excellent insights and lessons from her hugely successful career. She has recently been elected to the advertising all of fame, and after reading this you will know why. This book is of great value to almost virtually any leader and her stories and examples are told in a breezy way that makes it a joy to read.” (Phil Knight, founder of Nike and New York Times best-selling author, Shoe Dog)
“Imagine It Forward is like having a coach on your shelf to help you lead forward. Beth shares her lessons on summoning candor, courage and action to make meaningful change happen in any organization.” (Kim Scott, New York Times best-selling author of Radical Candor)
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Incredible testament to the spirit of positive growth and change
- By Alexandra d. on 04-05-23
By: Jason Jennings, and others
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The Strategist
- Be the Leader Your Business Needs
- By: Cynthia Montgomery
- Narrated by: Karen White
- Length: 6 hrs and 29 mins
- Unabridged
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Based on an acclaimed professor's legendary strategy course at Harvard Business School, The Strategist offers a radically new perspective on a leader's most vital role. "Are you a strategist?" That's the first question Cynthia Montgomery asks the business owners and senior executives from all over the world who participate in her highly regarded executive education course. It's not a question they anticipate, but by the time the program ends, they cannot imagine leading their companies to success without being - and living the role of - a strategist.
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Slow going with an odd narrative tone
- By Benson Bumpkin on 08-06-12
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Think Big, Act Bigger
- The Rewards of Being Relentless
- By: Jeffrey W. Hayzlett, Jim Eber
- Narrated by: Jeffrey Hayzlett
- Length: 5 hrs and 40 mins
- Unabridged
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The most dangerous move in business is the failure to make a move. Global business celebrity and primetime Bloomberg Television host Jeffrey W. Hayzlett empowers business leaders to tie their visions to actions, advancing themselves past competitors and closer to their business dreams.
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great book
- By MR.Salter on 03-16-16
By: Jeffrey W. Hayzlett, and others
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Reality Check
- Outsmarting, Outmanaging, and Outmarketing Your Competition
- By: Guy Kawasaki
- Narrated by: Paul Boehmer
- Length: 14 hrs and 53 mins
- Unabridged
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In Silicon Valley slang, a "bozo explosion" is what causes a lean, mean, fighting machine of a company to slide into mediocrity. As Guy Kawasaki puts it, "If the two most popular words in your company are partner and strategic, and partner has become a verb, and strategic is used to describe decisions and activities that don't make sense"...then it's time for a reality check.
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The Reality of Reality Check
- By Ben on 08-18-09
By: Guy Kawasaki
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Joy, Inc.
- How We Built a Workplace People Love
- By: Richard Sheridan
- Narrated by: Tim Andres Pabon
- Length: 7 hrs and 28 mins
- Unabridged
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Joy, Inc. offers an inside look at how Sheridan and Menlo created a joyful culture, and shows how any organization can follow their methods for a more passionate team and sustainable, profitable results. Sheridan also shows how to run smarter meetings and build cultural training into your hiring process. Joy, Inc. offers an inspirational blueprint for listeners in any field who want a committed, energizing atmosphere at work - leading to sustainable business results.
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Hey Menlo.
- By Stacey Colón on 03-25-16
By: Richard Sheridan
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Mastering the VC Game
- A Venture Capital Insider Reveals How to Get from Start-Up to IPO on Your Terms
- By: Jeffrey Bussgang
- Narrated by: Ramon De Ocampo
- Length: 7 hrs and 14 mins
- Unabridged
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Finding the right venture capitalist to back your start-up is a challenge. Even if you manage to get backing, you want your VC to be a partner, not some dictator who will undermine your vision and take control of your life's work. Jeffrey Bussgang is one of a very few people who have played on both sides of this high-stakes game. Now he draws on his unique perspective to offer high-level insights, colorful stories, and practical advice. He reveals how to get noticed, perfect a pitch, and negotiate a partnership that works for everyone.
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slow in beginning but gets really good
- By Diana on 04-11-19
By: Jeffrey Bussgang
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Attacker's Advantage
- Turning Uncertainty into Breakthrough Opportunities
- By: Ram Charan
- Narrated by: Mark Bramhall
- Length: 6 hrs and 8 mins
- Unabridged
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In The Attacker's Advantage, Charan reveals the upside of uncertainty for those leaders who are nimbly positioned to anticipate the catalysts of disruption and embrace change. He updates and adapts the principles of his previous best sellers to address the current turbulent business environment, cutting through the veil of complexity to concentrate on the new customer needs and expectations and providing the tools for corporate leaders to take their companies to a higher level.
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Fantastic book - volume lower than usual
- By James Gajewski on 06-14-15
By: Ram Charan
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Alibaba's World
- How a Remarkable Chinese Company Is Changing the Face of Global Business
- By: Porter Erisman
- Narrated by: George Newbern
- Length: 6 hrs and 5 mins
- Unabridged
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In September 2014, a Chinese company that most Americans had never heard of held the largest IPO in history - bigger than Google, Facebook, and Twitter combined. Alibaba, now the world's largest ecommerce company, mostly escaped Western notice for over 10 years, while building a customer base larger than Amazon's and handling the bulk of ecommerce transactions in China. How did it happen? And what was it like to be along for such a revolutionary ride?
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Not bad
- By Daniel on 09-12-15
By: Porter Erisman
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Startup Rising
- The Entrepreneurial Revolution Remaking the Middle East
- By: Christopher M. Schroeder
- Narrated by: Christopher M. Schroeder
- Length: 7 hrs and 24 mins
- Unabridged
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Despite the world's elation at the Arab Spring, shockingly little has changed politically in the Middle East; even frontliners Egypt and Tunisia continue to suffer repression, fixed elections, and bombings, while Syria descends into civil war. But in the midst of it all, a quieter revolution has begun to emerge, one that might ultimately do more to change the face of the region: Entrepreneurship.
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Inspiring stories
- By Raafat Zaini on 02-13-15
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Start with Why
- How Great Leaders Inspire Everyone to Take Action
- By: Simon Sinek
- Narrated by: Simon Sinek
- Length: 7 hrs and 18 mins
- Unabridged
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The inspirational best seller that ignited a movement and asked us to find our why. Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time - with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the why of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.
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Useless Dribble
- By Chimdi Azubuike on 03-10-18
By: Simon Sinek
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Questions Are the Answer
- A Breakthrough Approach to Your Most Vexing Problems at Work and in Life
- By: Hal Gregersen
- Narrated by: Rick Adamson
- Length: 8 hrs and 45 mins
- Unabridged
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For innovation and leadership guru Hal Gregersen, the power of questions has always been clear - but it took some years for the follow-on question to hit him: If so much depends on fresh questions, shouldn’t we know more about how to arrive at them? That sent him on a research quest ultimately including more than 200 interviews with creative thinkers. Questions Are the Answer delivers the insights Gregersen gained about the conditions that give rise to catalytic questions - and breakthrough insights - and how anyone can create them.
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All you need is the title
- By Bob Jordy on 01-13-22
By: Hal Gregersen
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Good to Great
- Why Some Companies Make the Leap...And Others Don't
- By: Jim Collins
- Narrated by: Jim Collins
- Length: 10 hrs and 1 min
- Unabridged
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Performance
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Story
Built To Last, the defining management study of the 90s, showed how great companies triumph over time and how long-term sustained performance can be engineered into the DNA of an enterprise from the very beginning. But what about companies that are not born with great DNA? How can good companies, mediocre companies, even bad companies achieve enduring greatness?
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Good info, over-the-top narration
- By Anaxamaxan on 08-31-10
By: Jim Collins
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All In
- How the Best Managers Create a Culture of Belief and Drive Big Results
- By: Adrian Gostick, Chester Elton
- Narrated by: Adrian Gostick, Chester Elton
- Length: 6 hrs and 55 mins
- Unabridged
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To have any hope of succeeding as a manager, you need to get your people all in. Whether you manage the smallest of teams or a multi-continent organization, you are the owner of a work culture and few things will have a bigger impact on your performance than getting your people to buy into your ideas and your cause and to believe what they do matters. Based on their extensive consulting experience, the authors present a simple seven-step road map for creating a culture of belief.
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Interesting Theories in Management
- By Nancy on 07-28-12
By: Adrian Gostick, and others
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Yes, And
- How Improvisation Reverses ""No, But"" Thinking and Improves Creativity and Collaboration--Lessons from The Second City
- By: Kelly Leonard, Tom Yorton
- Narrated by: Alan Winter
- Length: 7 hrs and 18 mins
- Unabridged
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The Second City has launched the careers of celebrated comic performers such as Tina Fey and Stephen Colbert and produced award-winning content. But it's the actual improvisational process developed and honed over the years by The Second City that has become its legacy. Players master an ability to cocreate in ensembles using philosophies that celebrate a "yes, and" approach.
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The Title is all you learn from the book
- By T. Bennett on 05-21-15
By: Kelly Leonard, and others
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What listeners say about Imagine It Forward
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Narek Mkheyan
- 11-20-18
Beth Rocks!
I really enjoyed this book. Beth has some good stories from her past at GE.
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- Laura K
- 07-09-19
An intertesting read with some real gems in it.
This book was a fascinating read. The book contained a wealth of good information and useful techniques for navigating the thorny road of change management and future focus within a company, a few key ideas leapt out at me as being vital to keep in mind and particularly relevant for my role as a PM.
The value of identifying and nurturing “Sparks” within your team or organization. Those individuals who can imagine future improvements to the organization or project. The value of these individuals cannot be overstated, and if you find a good one it’s well worth it to nurture them and to help them keep the faith.
The encouragement to continually revise your pitch and engagement strategy, to always adapt your message appropriately to an audience. The ability to simplify and Reframe is a valuable skill for a PM to develop and can make the difference between running a successful project and stakeholders becoming dissatisfied or hostile to your progress. Keep telling the story until everyone knows it.
Finding ways to actively recruit and weaponize the gatekeepers within your company to improve the overall health of your project. I’ve run many projects over the years and by far the worst experience is when you have people who are simply naysaying and telling you why it can’t be done without offering anything in return. Someone standing in your way for no reason other than “We’ve always done it this way” offers nothing to you or the company. If you can turn them into someone who has a stake in your operation and a legitimate critique that lets you make your project better everyone wins.
The 1% improvement analysis section actually blew my mind. I’m a big fan of process improvements and making things better and more efficient. However, it’s very difficult to justify a lot of work over such small, incremental improvements. Unless you can bring the analytics in house and start putting numbers onto the smallest easy to understand improvement metric, you might be left in the cold for process improvements.
While the advice was generally compelling, one aspect I found truly interesting, and would have liked to have read more of, was the cognitive dissonance and resistance that the mere idea of change can provoke in an organization. A peek into the strain and dysfunction that a desire to innovate and stay relevant causes at an organization as entrenched as GE was fascinating to read about. The author was engaged in one of the world’s largest corporations for many formative years leading up until now, and It was a fascinating look at corporate culture at that time being forced to evolve with the times.
All in all I’m glad I read this book. It offered a different perspective on the corporate world than I typically hold and helped to put some higher-level decisions in context for me, which will let me appreciate the logic behind them when they happen within my organization.
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3 people found this helpful
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- Philip LaChance
- 02-27-19
Be the Unicorn.
Not often does a book captivate exactly how you feel in your own journey. This novel is a MUST buy audiobook, that is relatable to anyone at any point in their career (especially if you're the creative type). This novel is read with passion, innovation, and provides tangible action you can take today in your own business.
"If failure is not an option, then neither is success." If you can only choose one book to listen to this year, let it be this one. This isn't your cookie cutter self-help book, this is a career built with facts, failure, success, & plenty of lessons.
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- "archagent"
- 10-15-19
Excellent Biz Book... Wrong Performer
you would think that the author of a deeply personal memoir, even a business memoir would be the right person to read it. while Imagine It Forward Carrie's a very powerful message of dynamic change and transformational Entrepreneurship, the author Beth Comstock it's just a terrible person to read this book. She seems as if she's never heard half of the terms that she's reading. she expresses with awkward and halting tones a message that must be carried bye clear confidence and a powerful exposure to the subject area. this is one of those great business books that will probably be better red from the page than listened to. I strongly recommend the book but you should probably just pick up a paper copy.
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- melissa bannon
- 06-14-19
amazing story
I felt like I got to know Beth, her victorys, her defeats--learnes a great deal!
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- Alejandra Gutiérrez
- 12-27-19
A must read for evolving change practioners
I really love all Beth insights about managing,dealing, struggling, and succeding with change. It is inspirational in going back to what matter most, despite of results or complex environment
Thanks Beth for the mix of a personal quest, encouraging message and passion that is needed to imagine forward
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- Tristan
- 02-18-20
good but long
great info and inspirational. I just wish it was edited down with less details on her work experiences
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1 person found this helpful
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- Chris Fralic
- 10-08-18
For Everyone In A Large Company Driving Change
Beth's book is an amazing story of her personal journey to the top of one of America's legendary companies. It's a very hard-hitting look at GE and NBC/Universal, her bosses and co-workers, her agency partners, and herself. I never knew about the time she was offered to join Apple by Steve Jobs. Anyone looking at driving change and innovation inside a big company should pick it up and Imagine It Forward.
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- Fred La Plante
- 05-19-21
Dealing with Change
Great story on how hard yet fulfilling it is to bring about change in an organization that has a storied history. So sad to see what often happens when change is rejected.
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- Matthew
- 12-20-18
Great story. Told with heart.
Anyone who wants to do more, has bigger ambitions then a job permits, will be inspired by BETH story. It’s wonderfully personal to hear her telling of it.
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