Good Business, which is part behind-the-scenes look at crafting social and health policy and impact, 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 solve the world’s and society’s major problems).
Bill was well on his way to becoming a leader in the hypercompetitive business world when he realized he wanted more – which he described as social relevance. He knew that his marketing skills made companies financially successful, but what good did that 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 for business. Doing good used to be secondary to making money, but now it is increasingly what can make organizations successful in the first place.
In Good Business, Bill begins with his early career progress in Mad Men–era marketing, which left him feeling unfulfilled. He describes the process of changing his 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, Bill deploys his characteristic wit to stress the importance of building and maintaining connections with people―and engaging them in the cause.
Readers will come away with the message that anyone who wants to make a positive impact on the world can do it, Bill shows how:
To bake social impact into a company’s mission
To lead the way in changing organizational culture
To apply your own passion and values in the job, wherever you are
Doing well by doing good creates value for all stakeholders
To bring business, civil society and government together to create lasting change