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Joseph Jaffe    

Cutting Edge Inspirational Thought Leader on Digital Strategy, Driving Sales and Market Transparency

One of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, Joseph Jaffe is Founder and CEO of Evol8tion, LLC (, an innovation agency that connects early stage startups with established brands to partner via acceleration, pilot programs and/or investment. Through its BrandWatch and BrandMatch solutions, Evol8tion provides both evaluation/education and execution frameworks respectively across the entire innovation continuum. Evol8tion’s clients include Mondelez International, Kraft Foods, Time Warner Cable, Zenith Optimedia and Jarden Consumer Solutions.

In 2006, Joseph founded and ran strategic consultancy, crayon, until it was acquired by Powered in January of 2010. crayon's clients included The Coca-Cola Company, Panasonic, Kraft Foods and H&R Block. Powered’s clients included Target, Verisign, Anheuser-Busch InBev and General Motors/Onstar. Before that, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite.

Jaffe’s popular blog and audio podcast, "Jaffe Juice”, provides daily and weekly commentary respectively on all things new marketing. You can join the conversation at His podcast was voted a Readers’ Choice Award as “Best Marketing Podcast” by MarketingSherpa. You can subscribe via iTunes. In 2009, he launched his first foray into video in the form of JaffeJuiceTV (, in an effort to prove once and for all that he does not have a face for radio. His first book, ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising” (Wiley/Adweek) was released in June 2005 and focuses on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot. His second book titled, “Join the conversation: How to engage marketing-weary consumers with the power of community, dialogue and partnership” (Wiley, October 2007) outlines the birth and rise of “conversational marketing” – a vision of how marketers can become part of the conversation, instead of constantly disrupting it.

His third book, “Flip the Funnel: How to use existing customers to gain new ones,” was published in February of 2010 and presents a powerful hypothesis that retention can become the new acquisition through the strategic incorporation and elevation of customer service, customer experience and customer initiated word-of-mouth, content creation and incentive-based referrals.

In October 2013, Jaffe - in collaboration with his former client at The Coca-Cola Company and ABInBev, Maarten Albarda - published Z.E.R.O. - Zero Paid Media as the New Marketing Model, which takes him back to the scene of the crime, namely “Life after the 30-second spot”. The central premise behind Z.E.R.O. is that in a perfect world, the optimal paid media budget for brands would be….you guessed it. Jaffe and Albarda used crowdfunding engine, Kickstarter to fund the book and with $51,000 raised, Z.E.R.O. is the second most funded business book in the history of Kickstarter.

Joseph’s impassioned, straight-shooting and honest perspectives have found their way to every major media outlet, including the likes of CBS Evening News, ABC World News, Bloomberg, NPR, The Wall Street Journal, New York Times, USA Today, Fortune, Newsweek, Business Week, Ad Age, Adweek and the list continues.

Joseph is a mentor at Founder’s Institute, Entrepreneur’s Round Table and Techstars. He also has lectured at NYU's Stern School, Cornell's Johnson School of Business and Syracuse University. Hailing from South Africa, he lives with his wife, daughter and two sons in Westport, CT.

Speech Topics

Join the Conversation

The old models of passive advertising don't work anymore, and organizations need to embrace a new kind of marketing for a new kind of consumer. Joseph Jaffe reveals how organizations can increase revenue streams and build brand recognition by creating an authentic connection with their customers. Technology plays a critical role, but the trick is to know how to use it in the right way. With the right principles, pathways and philosophies, the marketer can become a welcome and invited part of consumer dialogue, leveraging and integrating the resulting partnership into a win-win situation for businesses, brands, and lives.

Production is the New Consumption

Consumer generated content is hopelessly misunderstood, and organizations find themselves stuck between "viral videos" and "help us make our next ad" campaigns. But peel back a few layers and you'll discover a profoundly influential and transformational world, ruled and run by the new content creators, the new creative class, and the new influencers. Joseph Jaffe will show you how to leverage this phenomenon, how to turn viral videos into cultural memes, and how to partner with content creators in unique and impactful ways.

Change the Game. Or Go Home.

Human beings-and organizations-are hard wired to resist change. Our brains are programmed to compartmentalize new stimuli in terms of what it recognizes. The world has changed and consumers have changed, but organizations are falling further and further behind. Joseph Jaffe outlines how innovation has become the prie of entry in the high stakes game of survival. He'll introduce the importance of experimentation and how to measure it (return on experimentation or ROE), and discuss how embracing new media can work to your advantage. Most importantly, he'll present the holy grail of change done right -transformation.

Flip the Funnel: How to Use Existing Customers to Gain New Ones

Joseph Jaffe outlines how retention can become the new acquisition for businesses today and in doing so, literally transform the way companies go to market and establish a critical competitive edge and advantage. Using his new "flipped funnel" methodology, Jaffe examines the notion of customer experience, introduces the 10 new rules of customer service, and present a social media-powered customer activation mod

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