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Z.E.R.O.: Zero Paid Media as the New Marketing Model by Joseph Jaffe and Maarten Albarda

Joseph Jaffe is one of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, He is Founder and CEO of Evol8tion, an innovation agency that connects early stage startups with established brands to partner via acceleration, pilot programs and investment.

He has written 3 other books including, “Life after the 30-second spot”, “Join the Conversation”, and “Flip the Funnel.”

Joseph’s thought leadership has found its way to every major media outlet, including the likes of CBS, ABC, Bloomberg, NPR, WSJ, New York Times, USA Today, Fortune, Ad Age, Adweek and more.

The Host’s Perspective:

Seth Godin described the book as “a rave and a manifesto focused on the synthesis of four big ideas. Take this book seriously — it will change the way you think about marketing forever.” As usual, Seth Godin hits the nail on the head with a minimum of words.

“Z.E.R.O.” is a call to action for businesses and marketers to adapt or die amid an increasingly turbulent, changing and dynamic media landscape. The problem is that so many companies and marketers have been lulled into a century-old false sense of security by making paid media the foundation of their marketing plans. And this is at a time when the advertising world is becoming a shadow of its former self.

Is paid advertising going to vanish? Never. But rather than being the foundation of a marketing plan, advertising should be in support of the the four primary marketing activities that have been proven more effective in what the authors describe as the current post-marketing era:

  1. Enlisting the power of your advocates and fans
  2. Building an entrepreneurial culture of innovation
  3. Customer-centricity
  4. Direct to consumer channels such as on your “owned” digital assets like your website (you “own” assets, you “rent” media)

This approach is not some blurry vision of the future. It’s already a reality for companies like Red Bull, Nike, Apple, Starbucks, and Amazon.

And it could be for you, too.

Listen to the Interview:


Show Notes:

Z.E.R.O.: Zero Paid Media as the New Marketing Model by Joseph Jaffe and Maarten Albarda

Joe’s Agency (

Joe’s Website (

Joe’s Instagram (@JaffeJuice)

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