Successful marketers seek the uncomfortable, GE's CMO says

03/28/2014 |

Being a successful marketer requires getting outside your comfort zone, says GE Chief Marketing Officer Beth Comstock. She stays true to that goal by going into the field to meet real consumers, using GE customer innovation centers to collaborate with locals and bringing in industry experts to infuse staff thinking with new, disruptive ideas. "We look for the most disruptive people we can find. We don’t want to think too traditionally," says Comstock.

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