Project Unthinkable A Doctor&39s Gamble to Save Millions of Lives [Hardcover]

This is the memoir of one of the worlds most effective health crusaders and his lifelong campaign to save lives around the globe.? Author Derek Yach started out in a traditional way, at the World Health Organization, where he demonized Big Tobacco for causing the death of millions worldwide. Then, after engineering an international treaty to curb smoking around the world, he crossed the line. In an unorthodox move, he joined Pepsi to help its CEO transform the chips and soda behemoth into a more healthy company. The authors rationale was this: To save tens of millions of lives, you may have to go inside the enemy corporation to help it change. So when Philip Morris International (PMI) announced it was ready to switch from combustible cigarettes to smokeless ones, a move that could save untold lives, Yach made the most audacious gamble of his long career in global public health.

Project Unthinkableis a biography embedded in several big themes:

- Can a company that causes harm to human health change from the inside?

- Can you cross the line and work with the opposition?

- Will combustible cigarettes become history?

What if we could save 95% of the lives lost to tobacco use every year???What if that meant working?with?big tobacco instead of against it???Dr. Derek Yach has dedicated his lifes work saving lives.??Now, after years of crusading against big tobacco, Dr. Yach has chosen to work?with?Philip Morris to drastically cut tobacco deaths. Find out how in his new book,?Project Unthinkable: A Global Health Crusaders Unusual Journey to Save Lives.

This book tells the story of how Dr. Yach emerged from a South Africa ripped apart by apartheid to lead the global war against tobacco at the World Health Organization. He won. Then he stunned his colleagues by accepting a job at Pepsi where he hoped to help the CEO transform it into a healthier organizationl#