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Joseph Jaffe

Member since May 2008 Contact Joseph

Founder and CEO of Evol8tion, LLC. Author of Life after the 30-second spot, Join the Conversation and Flip the Funnel. Mediapost columnist. Blog and Podcast at Jaffe Juice. And when I get my you know what together, I'll be back with Jaffe Juice TV.

Articles by Joseph All articles by Joseph

  • Making Mistakes... On Purpose in Online Spin on 09/16/2014

    I was keynoting at a Satmetrix (the Net Promoter People) customer experience conference last week in London -- and over fish 'n chips during lunch, I ended up chatting with one of my fellow keynoters, Ian Williams (@CustExpMan), about making mistakes. Ian had a rather controversial point of view that organizations should go out of their way to make mistakes ON PURPOSE.

  • Earn The Bundle in Online Spin on 09/02/2014

    A month ago, Procter & Gamble announced it would be culling about 90 to 100 of its brands globally, in a restructure that would instead focus on the company's top 70-80 brands. On the surface, the move makes complete sense. After all, the remaining brands have accounted for 90% of sales and 95% of profit over the past three years. So if I read that correctly (and the math is rather simple), we're talking about 90-100 brands responsible for 10% of sales and only 5% of profit. If that's the case, one might ask what on earth the company was doing in the first place carrying so much dead weight relative to the remaining rock stars.

  • I Dare You To Get To 10% in Online Spin on 08/19/2014

    Lately I've been describing myself as the Robin Hood of marketing. If I look back at my four books, they all have a common theme of stealing from the rich and giving to the poor. Or, in marketing speak: budget optimization (sounds less daring when you put it that way).

  • The Price Of Innovation? About $199 in Online Spin on 08/05/2014

    Last week, I popped into my local Apple store for back-to-back-to-back appointments with the Geniuses (or Genii) at the Bar, where I experienced the worst bait-and-switch in the history of not-so-smartphones.

  • Speed-Dating Is The Tinder Of Innovation in Online Spin on 07/22/2014

    For some reason, the industry has embraced an ephemeral speed-dating approach that is more akin to #DTF than eHarmony. Brands are putting out APBs for startups, corralling a cacophony of Dog the Bounty Hunters to scrape the bottom of the barrel in order to compete for a low-cost ransom. Pitch nights become meat markets, and speed dating becomes one-night stands, when in reality, each and every startup on show is -- and should be looked at as -- a potential soul mate.

  • I Love Twitter's Buy Button. I Hate Twitter's Buy Button. in Online Spin on 07/08/2014

    Re/code recently shared a few mockups of a rumored new Twitter "Buy now" button, which was apparently leaked by shopping app Fancy. So what do I think of it? I love it and I hate it at the same time.

  • Why Is Shopper Marketing The Red-Headed Stepchild? in Online Spin on 06/24/2014

    Last week I attended a fantastic event in Chicago called "The League of Leaders," an initiative run by the Path to Purchase Institute. Heard of them? Of course you haven't. That's because the subject matter focused on shopper marketing, the red-headed stepchild of the marketing ecosystem.

  • The Long Game in Online Spin on 06/10/2014

    We live in a world of short-term results. The purgatory of quarterly earnings, as important as they are, dictate the prioritization, execution and measurement of pretty much all marketing efforts. There is light at the end of the tunnel, however. And we find it in the most surprising of places: a tweet. A series of tweets from @DrFNFurter of "Rocky Horror Picture Show" fame.

  • Slow Down To Speed Up in Online Spin on 05/27/2014

    I had the pleasure of being the keynote speaker at the Canadian Marketing Association's President's Dinner on Monday night. Being the provocateur and contrarian that I am, I decided to tell the room of 150 senior marketers to slow down, not speed up. Actually, the message was to slow down in order to speed up. I discussed my "real-time marketing is bulls...t" message: in other words, forget about real time and just concentrate on moving quicker.

  • Just Pivot in Online Spin on 05/13/2014

    I'm not sure when Nike ceased to be a shoe company for serious athletes and instead become a technology company for average Joes (like me) looking to enjoy a health and active lifestyle. Perhaps it was Nike ID that first hinted at things to come. Or Nike +, Nike Running, or Nike Fuelband that finally drove home the transformation from Just Do it to Just Digit (sorry).

Comments by Joseph All comments by Joseph

  • Making Mistakes... On Purpose by Joseph Jaffe (Online Spin on 09/16/2014)

    @Kenneth - thanks for your insightful comment. Totally agree that we should not reward mistakes....but at the same time we shouldn't punish them either. The "forced" mistake is really not about a premeditated mistake (which by definition is not a mistake at all), but in effect what you said, "a process that allows for, even assumes mistakes."

  • The Price Of Innovation? About $199 by Joseph Jaffe (Online Spin on 08/05/2014)

    @anne - are you saying that I could have renewed AppleCare on an old phone? I don't think so, but I could be wrong. Why didn't Apple send an e-mail or "notification" to warn me that my AppleCare was expiring and that I could renew? Why can't I roll an existing AppleCare onto a newer device?

  • The Price Of Innovation? About $199 by Joseph Jaffe (Online Spin on 08/05/2014)

    @Tom - brilliant idea; @ Mike - It's called Find my iPhone. I think you missed the point of the article...my blind loyalty aside, this is about Apple creating a 2-year cycle of expectations with their customer, which they surprise and delight when they innovate within, and disappoint when they don't.

  • Speed-Dating Is The Tinder Of Innovation by Joseph Jaffe (Online Spin on 07/22/2014)

    Thanks Mark Silva. You and I are aligned on a) rising tide floats all boats and b) high road over low road. In many respects, my piece rails against things even we are doing at the moment. Like it or not, brands want hunters....and hunters gotta eat too :) Talk to you soon, my friend. Joe

  • I Love Twitter's Buy Button. I Hate Twitter's Buy Button. by Joseph Jaffe (Online Spin on 07/08/2014)

    @Steven - you're clearly a little too witty for me (I appreciate the irony). So for the less gifted, can you clarify what you're saying? Is it that a) you would pay for Twitter? b) you don't mind a buy button v interruptive advertising? The BBC licensing model is an anomaly today based more on a governmental soft spot and tradition and hardly compares to the progress of a Sky business model for example. Unless of course it's the UN stepping in and subsidizing a nominal usage fee. And as for your book idea, great suggestion. I will dedicate it to you!

  • I Love Twitter's Buy Button. I Hate Twitter's Buy Button. by Joseph Jaffe (Online Spin on 07/08/2014)

    @Lisa - Like is reserved for Facebook :)

  • Why Is Shopper Marketing The Red-Headed Stepchild? by Joseph Jaffe (Online Spin on 06/24/2014)

    @Brian - Really sorry it offended you. It's an expression I grew up with and isn't meant to be taken literally. @Jim - love it: scroll and stroll(tm)

  • World Cup Sponsorship: Priceless? by Maarten Albarda (Online Spin on 06/16/2014)

    This may be one of those "Why online? Why MSN?" moments i.e. sell the category and then sell the individual brand. With mini-victories like network Prime Time airtime, surely we are a Qatari World Cup away from 2 minute Clint Eastwood Empty Chair Chrysler commercial during The Half Time Show brought to you by...

  • Just Pivot by Joseph Jaffe (Online Spin on 05/13/2014)

    P.S. No I don't work for or with Nike, but I do have rather unhealthy feelings for my Fuelband (like Joaquin Phoenix and his A.I. O.S. in the movie, "Her".)

  • The Death Of Anonymity by Joseph Jaffe (Online Spin on 04/29/2014)

    @Brian - stupid is a strong word. We all remember the days of Second Life and bloggers expressing themselves under pseudonyms. My article is less about that and essentially where this has devolved as it relates to cyber-bullying, which is a real problem. You might be an "old timer" when it comes to social and I'm not sure if you have kids, but for everyone else...I think it's relevant. P.S. Glad you used your real name!

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