Beth Comstock: You Have To Tell A Story, Before You Can Sell A Story

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Storytelling, experimentation, passion, and even failure - these are the ingredients that help great ideas make it to the finish line, says GE's Beth Comstock in this candid interview at the 99% Conference.

"Instigators wanted but not always welcomed."

In a rare interview, GE's SVP and Chief Marketing Officer Beth Comstock talks to Behance's Scott Belsky about what it takes to keep great ideas alive in a big company. Offering essential insights for creative leaders, the conversation touches on the power of passion and storytelling in getting ideas off the ground, why we should make heroes out of failures, and the challenges of driving change amidst bureaucracy.

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.