Former General Electric (GE - Get Report) Vice Chair and chief marketing officer Beth Comstock has a message for corporate America: fight for the future.

"I talk about there being an imagination gap in companies right now - which is: we want to already know the answer, we want ever more data, we're afraid to take risks," she said, adding that companies need to have people whose job it is to plant seeds for the future.

What Comstock is proposing is a culture change at companies, which she acknowledges isn't going to be easy to achieve.

Comstock is author of the new book Imagine it Forward