Four-time bestselling author Joseph Jaffe lays out his vision for marketing to become a nexus, marrying the innovation needs of giant companies with the unique contributions being made by up-and-coming startups.
Jaffe envisions a "meeting of the minds" between his world of Madison Avenue and the innovative, but resource-constrained, upstarts that are flourishing in places like Silicon Valley, New York, and Boston.
Madison Avenue x Mountain View
Today, startups seem to be all the rage -- the next big thing ... only they aren't. That's because they were always the big thing.
So how should brands be thinking about partnering with startups? Should they be collaborating at all in the first place? And what's in it for the startups?
Perhaps the best place to begin is the point at which these two diametrically opposed worlds come together: marketing. If the media model for large brands is shifting to zero paid media, and the startup world offers a fertile blank canvas of innovation, why not combine the two and reinvent how consumers and large brands engage?
Joseph Jaffe is CEO and Co-Founder of Evol8tion, creator of the Jaffe Juice blog and podcast, and author of four books, including Life After the 30-Second Spot, Join the Conversation, Flip the Funnel and the newly released Z.E.R.O. He's also been cited in major media outlets, including CBS Evening News, ABC World News, Bloomberg, NPR, The Wall Street Journal, The New York Times, USA Today, Fortune, Newsweek, and BusinessWeek.
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Originally published Nov 12, 2013 8:00:00 AM, updated February 01 2017