How Companies Get Creativity Right (and Wrong)

Beth Comstock, the first female vice chair at General Electric,
thinks companies large and small often approach innovation the
wrong way. They either try to throw money at the problem before it
has a clear market, misallocate resources, or don't get buy in from
senior leaders to enact real change. Comstock spent many years at
GE - under both Jack Welsh's and Jeffrey Immelt's leadership -
before leaving the company late last year. She's the author of the
book "Imagine It Forward: Courage, Creativity, and the Power of
Change.”