"Our job is to understand where the market is heading and translate that into practical action." Beth Comstock, Former GE Chair Beth Comstock navigates change. She prepares for it, inspires it, and considers it an essential part of the growth of both individuals and organizations. She's a perfect addition to the THINK 18 Keynote roster because she was part of the leadership team of GE in the 2000s that asked themselves what the digitization of the industry was going to mean for the company. The talk at GE about GE was not about apps or adjacent businesses that they might be able to spin up to build minor revenue streams. Instead, they asked simple questions to gauge what their core business must look like to remain competitive. Beth Comstock led efforts to accelerate new growth and innovation, helping transform a process-heavy, top-down culture to a faster, agile, and inventive one. Comstock initiated GE’s digital and clean-energy transformations, developed new businesses, increased GE’s brand value and sales, and partnered to enhance its inventive culture. She was responsible for the sales, marketing, and communications functions, and was the company’s first Chief Marketing Officer in 20 years. As President of Integrated Media at NBC Universal, Comstock oversaw ad revenue and the company’s digital efforts, including early development of hulu.com. She held a succession of marketing and communications roles at GE, NBC, CBS and Turner Broadcasting/CNN. Her first book, Imagine It Forward, offers lessons from a life of continual transformation and will be published September 18, 2018. Beth Comstock will share with the THINK audience how she helped transform a legacy company into a digital giant. What credit unions can learn from her accomplishments, mistakes, stumbles, and triumphs. "An idea doesn't count if you can't use it." Start to execute your ideas by joining your fellow change agents at the Sheraton Grand at Wild Horse Pass in Chandler, Arizona, May 7 to 10, 2018 for THINK 18, the premier digital transformation conference for credit unions.