As many people around the world, I was deeply inspired by Nelson Mandela, both the man and his story. There already have been numerous tributes to him over the past two days and there are countless inspirational quotes attributed to him. So I’ll just share one that has always motivated me in my profession.

“There is no passion to be found playing small—in settling for a life that is less than the one you are capable of living.” – Nelson Madela

Advertising is often seen as a trite and deceitful occupation, proliferating materialism and encouraging people to buy beyond their means. And, yes, it can be. It can be soulless, devoid of good will.

But. It can also be used to raise people up.

I choose to believe that advertising can be a force of good. That it can be used to help passionate and dedicated entrepreneurs compete against much larger rivals. It can be used to promote causes and non-profit organizations to improve the common good. It can be used to get people to think differently and open their minds to different ideas.

Is my sentiment lofty and absurd? To think that advertising is somehow noble. Am I just tipping my hat to windmills? Perhaps.

But if there’s one thing anyone can learn from people like Nelson Mandela is that doing the unreasonable to make a positive difference, despite what others think, is the only thing that actually changes the world.

Merely selling is playing it small. Being clichéd, corny, cutesy, is playing it small.

I believe there’s more for us than that.

As I’ve said before, advertising costs a lot of money. So if you’re going to do it, then at least say something that’s important, say something that means something. Don’t play small. Don’t settle.

Identify the reason your business exists and share it, over and over again, in as many creative ways as possible. All businesses are capable of that. And the goal of all marketing should be to do that.

Don’t play small. Don’t settle. Make a difference.