The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: * Zealots * Entrepreneurship * Retention * Owned Assets

With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In "Join the Conversation, " Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.

CORPORATIONS ARE DYING. CAN THEY BE SAVED? In late 2018, Amazon founder Jeff Bezos addressed his entire staff in an all-hands meeting. “Amazon will fail and go bankrupt one day� he said. “Your job is to delay this for as long as possible!� Advertising icon, Jay Chiat, once said: “Let’s see how big we get before we suck.� In Built to Suck, longtime corporate provocateur Joseph Jaffe argues that the Corporate Era is rapidly coming to an end. The biggest reason? The central operating system that powers the corporation, namely SIZE, will be its downfall. Size is no longer a growth enabler; it’s a growth inhibitor. This conclusion is backed up with empirical evidence and the indisputable fact that the lifespan of the corporation has shrunk dramatically from 75 to just 15 years. And all of this has happened in just the past 50 years. Between 2016-2018 alone, just over half of the Fortune 500 companies had declining revenues.  So is this the end for the corporation as we know it? Possibly. Probably. At least until companies can figure out how to “embrace their Heresy� and deliver on 4 key pillars that are outlined in this book: Digital Disruption, Talent Resurrection, Customer Obsession and Corporate Citizenship. Built to Suck doesn’t pull any punches and serves notice to the corporate world: your business model is flawed and your days are numbered. Can you meet the challenge and move your organization’s journey from “survival to thrival� – or will you fail and fade into obsolescence like so many others? This is the most urgent question facing the modern corporation today, and Built to Suck is the wake-up call and roadmap to success that every corporation desperately needs.

Why customer retention is the new acquisition

If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of "Life After the 30-Second Spot" and "Join the Conversation, " and a leading expert and thought leader on new media and social media. In most businesses, it costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel - the mass media or awareness side.

What we haven't paid enough attention to is the "right" end of the funnel-the word-of-mouth component that essentially acts as a multiplier for future business. The economic impact of an active, engaged and loyal customer is tremendous.

And the same is true of the opposite scenario, namely the impact of angry customers and negative word-of-mouth or referrals. It is this thinking that Jaffe has channeled to challenge marketers to "flip the funnel" once and for all. With a renewed focus and energy on customer experience, it is possible to grow your sales, while decreasing your budget - in other words, getting more from less. Engaging a few customers to spread the word to many.

Using this new "flipped funnel" model, together with a set of new rules of customer service and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople. In addition, Jaffe will explain how to best introduce and combine both digital and social media tools to boost your loyalty arsenal, deploy "influencer marketing" and implement word-of-mouth strategies that inspire your loyal, opinionated, and most vocal customers to become credible, persuasive, and influential endorsers of your products and services.Explains how to cut your marketing budget AND grow sales Illustrates practical ways to use existing customers to reach out to new prospectsOutlines the authentic role of social mediaDemonstrates key ideas with rich, real life examples including Comcast, Apple, The Obama Campaign, Dell, Panasonic, American Airlines, Delta Airlines, Johnson & Johnson, Coca-Cola and many, many moreWritten by one of the most sought-after consultants, keynote speakers, and thought-leaders on new marketing change and innovation; renowned blogger and podcaster at Jaffe Juice (www.jaffejuice.com) and host/presenter of web video show, JaffeJuiceTV (www.jaffejuice.tv)

Visit www.flipthefunnelnow.com to join the conversation.