Marketing Saves the World: How to Sell Charity, Consulting and Capitalism

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Every now and then, someone comes along and makes the subject of management both fun and insightful. That’s what Bill Matassoni has done in his memoir–a combination of compelling stories and contrarian substance–that covers his forty-year career selling what he calls ephemeral things. In addition to the memoir, Bill plays host to a series of videos that are entertaining, irreverent, and filled with his conviction that marketing is the primary driver of progress in both commercial and social markets.

Bill, a former McKinsey and BCG partner, distills his life, loves and lessons in his captivating memoir on the evolution of the modern marketer. He presents an entirely new way to think about unlocking value in market spaces, not places. Using his experiences as a canvas on which to share his ideas, Bill recounts his adventures–and they are adventures–working for The United Way of America, McKinsey, BCG, Ashoka and other organizations where ideas were the product and emotion was as important as function. We learn about how Victoria’s Secret democratized luxury, why beer might become a nutritional product, BCG’s efforts to compete with McKinsey and vice-versa, Bill’s wonderful wife Pamela and the important role of social entrepreneurs. As Bill pays tribute to his talented colleagues, The Bill Matassoni Show and Marketing Saves the World teach us how to find new dimensions of value that make the world better by enabling multiple stakeholders to win. It is about capitalism with a capital C. Says Bill, Forget about sharing the pie. Make it bigger.