Good Business: The Talk, Fight, Win Way to Change the World

  • 4h 44m 9s
  • Bill Novelli
  • Gildan Media
  • 2023

From his humble beginnings selling soap in a sales training program to his rapid rise in the fast-paced New York advertising scene, Bill Novelli was well on his way to becoming a leader in the hypercompetitive business world. But it wasn't long before he became disillusioned with the drive for profits at any cost. 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.

About the Author

Bill Novelli is a Distinguished Professor of the Practice in Georgetown University's McDonough School of Business, where he started and oversees the Business for Impact center. The co-founder of Porter Novelli, one of the first social marketing companies and now a global PR agency, he is formerly the CEO of AARP, the president of the Campaign for Tobacco-Free Kids, and the COO of CARE USA. He is the coauthor of Fifty Plus: Give Meaning and Purpose to the Best Time of Your Life, Managing the Older Worker: How to Prepare for the New Organizational Order, and A Roadmap for Success: Transforming Advanced Illness Care in America

In this Audiobook

  • Introduction
  • Chapter 1 - Finding My Purpose: From Selling Soap to Selling Causes
  • Chapter 2 - Purposeful Work: Building a Purpose-Based Company and Applying Social Impact around the World
  • Chapter 3 - Fighting the Tobacco Wars, Then and Now
  • Chapter 4 - AARP and the Brawl to Get Prescription Drugs into Medicare
  • Chapter 5 - The Best Offense Is a Good Defense: Battling over the Future of Social Security
  • Chapter 6 - The Opportunities and Challenges of Our Rapidly Aging Society
  • Chapter 7 - Blending Profit and Purpose: Building an Academic Center for Today’s and Tomorrow’s Leaders
  • Chapter 8 - Your Purpose: People and Organizations Making a Difference
  • Chapter 9 - What Do We Owe Our Grandchildren?