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Good Business: The Talk, Fight, Win Way to Change the World
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About Good Business: The Talk, Fight, Win Way To Change
Product Description An inspiring and practical look inside the mind of Bill Novelli, one of the founders of social marketing, Good Business challenges all of us to change the world for the better and is a blueprint for tackling today's critical issues. Bill Novelli was well on his way to becoming a leader in the hypercompetitive business world when he became disillusioned with the typical money-making atmosphere. He knew that his marketing skills made those companies successful, but what good did that success do for the world? That question sent him on a career path that involved taking the marketing and communication tactics long used by big businesses and applying them to social change. He found that this strategy was not only good for the world but also good for business. In Good Business, Novelli begins with his early career success in Mad Men–era marketing, which left him feeling unfulfilled. He describes the process of changing career trajectory: how he helped reposition the Peace Corps; built Porter Novelli, a global PR agency for social impact; fought the Tobacco Wars; and became CEO of AARP, the largest nonprofit in America. Drawing practical lessons and principles from play-by-play stories of his experiences in large and small organizations, Novelli deploys his characteristic wit to stress the importance of building and maintaining connections with people―and engaging them in the cause. Good Business, which is part behind-the-scenes look at crafting social and health policy, part inspirational guide, proves that you can do well (creating economic and financial success for yourself and your company or organization) by doing good (helping to solve the world's and society's major problems). Throughout the book, Novelli argues that you can make a positive social difference regardless of what business you are in or where you are in your career. Readers will come away with the message that anyone who wants to have a positive impact on the world can do it right now from where they are―or can be inspired by Novelli's story to make the leap to somewhere they can. Review "Through great real-life stories, this book makes a profound statement―that all organizations in America and the world need to take their mission to a higher level to meet the new will of the world's workplace. You are the one he is talking to. If you don't lead the charge to change the soul of organizations, no one else will." (from the foreword by Jim Clifton, Chairman/CEO, Gallup) "Bill Novelli's long and distinguished career is fertile ground for many fascinating and insightful anecdotes and examples that illustrate the case he sets out for 'doing well by doing good.' This book is a crossover between an autobiography and a humanistic manifesto for modern management and marketing processes. Good Business makes a significant contribution to our understanding of marketing's development and its contribution to shifts toward a more purpose-driven approach to business." (Jeff French, CEO, Strategic Social Marketing) "A fountainhead of insight about ways to transform our world, penned by a person who―from CARE and AARP to the Campaign for Tobacco-Free Kids and beyond―has done just that." (Kathleen Hall Jamieson, Director, Annenberg Public Policy Center, University of Pennsylvania) "No one matches Bill Novelli's experience, insight, and know-how when it comes to the intersection of business, government, and civil society sectors. Any advice or wisdom he offers on the unique challenges of the twenty-first century will capture the ears of our nation's most influential leaders as they grapple with the aftermath of COVID-19, demographic shifts, globalization, and technological transformation. Where some see barriers and obstacles, Bill Novelli orchestrates solutions." (Marc H. Morial, President/CEO, National Urban League) "Bill Novelli discovered his purpose early in his career: to make significant contributions to solving the world's major social prob
