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

- Link: https://fundraising.co.uk/books/good-business-the-talk-fight-win-way-to-change-the-world/
- Published: 2021-04-22T18:06:20+01:00
- Author: Howard Lake

**Bill Novelli, one of the founders of social marketing, challenges us all in his
new book _Good Business_ to change the world for the better and is “a blueprint 
for tackling today’s critical issues”.**

Starting out in business by selling soap in a sales training programme he rose rapidly
in the New York advertising scene. It wasn’t long, however, 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?

He then set out to take the marketing and communication tactics by big businesses
and apply them to social change. He found that this strategy was “not only good 
for the world but also good for business”.

Novelli’s Good Business explains how used these tools and experiences to help 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 non-profit in America.

A key lesson from all these activities, Novelli stresses, is working on building
and maintaining connections with people, and engaging them in the cause.

_Good Business_ includes a portrait of crafting social and health policy, and argues
that you can do well for yourself and your organisation in financial terms by doing
good, helping to solve social problems.

Indeed Novelli argues that you can make a positive social difference regardless 
of what business you are in or where you are in your career.

_Good Business_ features forewords by Jim Clifton, Chairman and CEO, Gallup, and
Jo Ann Jenkins, CEO, AARP.

## WATCH Bill Novelli discuss Good Business

Bill Novelli talks with Debra Silimeo, member of the National Press Club’s Board
of Governors

**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, and is the cofounder of Porter Novelli, one of the first social marketing
companies, and now a global PR agency.