For Marta Tellado, memories of the marketplace she used to frequent in Havana, Cuba aren’t just memories — they’re a living paradigm for a better world. They’re a model of an ecosystem where people help each other. And they’re a never-ending source of drive, passion, and perseverance to advocate for others today.

From serving as a translator for the older generation, to being a champion for safety and transparency for consumers, to shaping policy in Washington DC while shaping minds with her no-holds-barred book, Marta is the epitome of advocacy in action.

As the President and CEO of Consumer Reports, Marta’s daily work involves fostering truth, transparency, and fairness in the marketplace. Now, she shares with us the actionable principles she uses to bring those big, theoretical goals into the tangible world and positively impact the end consumer.