Long before “purpose” became a buzzword in business, Bill Novelli pioneered the use of marketing techniques to build a better world. He called it “social marketing” and co-founded a global agency devoted to it.

He also ran one of the most well-known and well-regarded international nonprofits, led one of Washington’s most formidable advocacy organizations, took on the tobacco industry, and launched a program at Georgetown University’s business school that helps nonprofits, business, and government “create economic and social value.”

In this episode of Achieve Great Things, I talk with Bill about his new book—and lessons from a remarkable, 50-year career.