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Joseph Jaffe      

Author, Entrepreneur & Consultant; Thought Leader in the Marketing and Innovation Space

Joseph Jaffe is an author and entrepreneur. As a consultant and thought leader in the marketing and innovation space, he has worked with countless Fortune 500 companies, as well as startups. As a speaker, he delivers a brilliant, high impact message with innovative and practical advice for movement towards growth.

Jaffe serves as Admiral at the HMS Beagle, a strategic consultancy that helps its clients navigate the journey to survival. HMSB is Jaffe’s third startup venture, after Evol8tion and crayon. He has worked with the likes of Pearson, Nestle, Purina, Steelcase, Colgate-Palmolive, Mondelez International, Keurig Doctor Pepper and many more.

Jaffe has written 5 books including "Life After The 30-Second Spot," "Join the Conversation," "Flip the Funnel" and "Z.E.R.O." His latest book is “Built to Suck: The Inevitable Demise of the Corporation…and How to Save It?” In 2019, he joined West Virginia University’s Reed College of Media as an instructor in the Integrated Marketing Communications online graduate program, where he wrote and lectures a course on brand evolution strategy.

Jaffe's impassioned, straight-shooting and honest perspectives have found their way to every major media outlet, including 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. He is a member of the Founder’s Institute, Entrepreneur’s Round Table and Techstars, and has lectured at NYU’s Stern Business School, Cornell’s Johnson School of Business, West Virginia and Syracuse University.

Speech Topics

The Evolution of Capitalism

Companies talk about Corporate Social Responsibility or Purpose Marketing, but it’s just PR Spin. They are bad actors. Irresponsible denizens that turn a blind eye as the planet continues to spin out of control, the Amazon burns and humans suffer under the burden of obesity, drug dependency and credit card bills. In order to DO good, you have to BE good. In a world where big government continues to fail its people, can big business step in and become the hero? The answer is a definitive yes if – and only if – they adopt an approach of transparency, integrity and soul.

Ban the Employee

In these turbulent times, companies will live and die based on the extent to which they are able to win the talent war. And spoiler alert: they’re losing it right now. Big time! Instead of harnessing the collective creativity and incredible entrepreneurial potential of talent, companies take the low road of cost cutting, dehumanizing and automating, but guess what? You can’t automate stupid! But what if companies could transform their “employees’ into intrapreneurs, and instead of controlling, litigating or repressing them…

Customer Obsessed as the Killer App

Forget customer service, customer experience or customer centricity. The new obsession is….customer obsession. Just ask Jeff. He’ll tell you. Bezos spoke about customer obsession back in his very first letter to shareholders, and it’s no coincidence that brands like Starbucks, Netflix and Nike stand tall next to Amazon. Most others prioritize “strangers” (first time buyers) and “prostitutes” (switchers) over fans, advocates, ambassadors and zealots. But take heed… brands that continue to drink from the swill that is acquisition marketing will eventually be met with a dry pipeline and a painful death.

Disrupting Digital

The turn of the century saw the revolution of digital. It ushered in an era of instant commerce, communication and collaboration that forever changed the lives of consumers, businesses and brands. Bricks and mortar crumbled, entire industries vanished and new markets were created in their place. Digital changed everything. It did then. It does now. It will in the future. The only problem is that digital has become Vanilla. Tired. Boring. Expected. Predictable. And to add insult to injury, there are far more toys and shiny objects now that dilute, distract and detract. Some are real and some are fake. Don’t be fooled by bright and shiny objects. Instead, focus on one single question: are you changing the game with digital?

What's your Heresy?

What if you fired yourself? What if you funded your competition? What if you slaughtered the cash cow? What if you turned your back on your customer? These are just a few unthinkable questions that, when answered, form a brilliantly original and provocative philosophy called Heresy. And it’s not far fetched, futuristic or theoretical at all; it’s very real and supported by real examples from winning companies like Netflix, REI, Intel and Costco that have already put this into practice.

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