A Brave Marketeer

Yesterday I had the chance to see Joseph Jaffe speak at the Theaterette at News Limtited. Jaffe is part of a new breed of evenangelical marketeer who has made himself readily available to the communications world at large by extending his contact points across the gamut of what 2.0 technology permits - blog (listed top 20 blogs in the blogosphere) , podcast, twitter, text, email, etcetera, etcetera. South African by birth, ex-OMDer and based in the US, his latest visit to Australia, comes as part of his new book tour, entitled 'Join the Conversation'.

In his first book, 'Life After the 30 second spot', Joseph Jaffe wrote a no holds barred account on the demise of the 30 second spot and it's consequential impact on new media channels, or to be precise - 2.0 channels. His latest book 'Join the Conversation', discusses how the rate of 'change and innovation inside the communication industry is still less than the innovation outside it.' i.e. the relative gap between markeeter (sender) and consumer (receiver)." He pleas with us (marketeers) to listen what the conversation between brands and consumers is before setting the agenda. His book, blog and keynotes challenge us with the question 'Are you in the communication or conversation business?' and then leads us to his blog to fuel the debate.

Being part of the conversation to influence consumers and their dialogue with brands, seems like common sense to me and may not be that revelational. What i'd like to draw your attention to references one of the key themes of Think Fresh, and that's Jaffe's bravery. His bravery (or chutzpah) to continue his quest to plea to us and help us rethink how we do business.

In summary Joseph Jaffe is an example of someone who is trying to make a difference and sticking his neck out to ignite the conversation. Continuing the topical theme of Think Fresh 08 - being brave and doing something (anything) is better than doing nothing.

'Only those who dare to fail greatly can ever achieve greatly'

John F. Kennedy

http://www.jaffejuice.com/