Joseph Jaffe

Joseph Jaffe – Business Strategy

Joseph Jaffe – Business Strategy is a multiple author, serial entrepreneur and one of the most sought-after consultants, speakers and thought leaders on marketing, innovation, disruption and change.

Joseph is Admiral at the HMS Beagle, a strategic consultancy that helps its clients navigate the journey to survival…and ultimately thrival. HMSB specializes in developing training, facilitated workshops, survival and growth plans for the smallest of startups to the largest of legacy brands.

Throughout his career, Jaffe has worked with some of the largest brands in the world, including the likes of IBM, Coca-Cola, ABInBev, Pearson, Nestle, Purina, Steelcase, Colgate-Palmolive, Mondelez International, Keurig Doctor Pepper and many more. Now available to book through Speakers Inc

Joseph Jaffe – Business Strategy 5th book, “Built to Suck: The Inevitable Demise of the Corporation…and How to Save It?” (Ideapress) was released in March 2019. Built to Suck announces the coming Corporapocalypse and outlines a clear path to salvation, rebirth and transformation.

Joseph’s impassioned, straight-shooting and honest perspectives have found their way to every major media outlet, including CBS, ABC, Bloomberg, NPR, The Wall Street Journal, New York Times, USA Today, Fortune, Ad Age, Adweek and the list continues. Follow SI on Twitter


Built to Suck: The Inevitable Demise of the Corporation…and how to save it?

Take a look around. Companies are falling like flies. Entire industries are starting to wobble as a result of the seismic forces of change, disruptive effect of technology and destabilizing force from startups. Corporations have themselves to blame. As the saying goes, “let’s see how big we can get until we suck.” Mission accomplished. Corporations that once graced the Fortune 500 are now causalities of war. They’ve become too bureaucratic; too political; too dysfunctional; too risk averse and as a result, have lost their competitive edge. And if you expected good news or a happy ending, there may not be one. That doesn’t mean we can’t try. In this keynote, Jaffe will offer a path to redemption, but with full warning, it may be too late.

What’s your Heresy?

Joe Jaffe, Admiral at The HMS Beagle, will discuss how Technology, Startups and Disruption have created a perfect story of change and chaos in business and what business leaders can do about it.  Attendees will get a sneak brief to the upcoming book, “Built to Suck: The inevitable demise of the corporation…and how to save it?” and how the “heresy” philosophy is built for companies and brands that know they need to change but are struggling to make the first step. Learn what it means to “put yourself out of business” and how to use brand extinction as a launch pad towards business transformation (new business models, revenue streams).

Z.E.R.O. Paid Media as the New Marketing Model

A perfect storm is coming…in fact it may already be here. A combination of forces that could very well  cause the bottom to fall out the media model. To prepare for this scenario, consider a new marketing model in which the optimal paid media budget would be zero.

In this bold and provocative keynote, 4-time author and thought leader, Joseph Jaffe – Strategic Consultant will outline the Z.E.R.O. Manifesto of how brands can move from being tenants to landlords and successfully adopt and activate the 4-pronged approach of Zealots, Entrepreneurship, Retention and Owned Assets. Jaffe will introduce a 10-point action plan based on his Marketing BowTie framework designed to help brands get to a 50/50 split between “direct” investment and “indirect” expenditure before 2020. Be a hero…commit to Z.E.R.O.

Flip the Funnel: How to use existing customers to gain new ones

What if we got it all wrong? What if we’ve been going about marketing completely the wrong way? In this provocative keynote, Joseph Jaffe will outline how retention can become the new acquisition for businesses today and in doing so, literally transform the way companies go to market and establish a critical competitive edge and advantage. Using his new “flipped funnel” methodology, Jaffe will outline the notion of customer experience, introduce the 10 new rules of customer service and present a social media-powered customer activation model that harnesses the true potential and impact of customer-generated word-of-mouth, reviews and referrals. If “getting more from less” has become your new mandate, you won’t want to miss a new approach which presents the possibility of doubling your revenues whilst halving your budget in the process.

If you can’t beat ‘em, join ‘em: The Brand-Startup Imperative

In this presentation, author, entrepreneur and thought leader will topline and outline the role startups can play in terms of providing brands a lifeline to collaborate, differentiate and evolve. Today startups seems to be all the rage and arguably the next big thing. Only they aren’t. As in they always WERE the big thing. So how should brands be thinking about partnering with startups? Or should they be collaborating at all in the first place? And what’s in it for the startups? Perhaps the best place to begin as the point at which these two diametrically worlds come together: marketing.

Change the Game (or go home)

Einstein once defined insanity as doing the same thing over and over again expecting a different result. If that’s the case, then the antidote would be “productive originality” i.e. doing things differently to get a result. Besides, being a definition of “creativity” itself, “productive originality” is just the beginning. The prime directive should be Transformational Change. Metamorphosis. Building a better mousetrap. A complete reinvention of the customer journey, customer experience and ultimately go to market strategy. Not only can it be done for any company, it’s already being done by some.

In this provocative keynote, thought leader and bestselling author Joseph Jaffe – Business Strategy will outline the brand evolution from campaign to commitments to platforms that flip the funnel, activate advocacy and profoundly differentiate brands from their commoditized competitors.


  • “From our very first phone call, it was clear that Joseph is the type of speaker with whom it is a dream to work. He is flexible, responsive, scary-smart, engaging, witty, and insightful. He was a hit at Brand ManageCamp and we hope to have many more chances to work together in the future.” Len Herstein, CEO & President ManageCamp Inc.
  • “Joseph did an amazing job as key-note speaker at our annual event in Belgium. With his extensive knowledge, authentic humor and explanatory case examples, he had the 150 entrepreneurs and business leaders in the audience engaged and entertained until the last minute.” Bieke Claes, Managing Director BelCham
  • “Joe Jaffe has been a valuable strategic partner to Nestlé for a number of years.  In fact, Joe was instrumental in helping Nestlé jump start its global startup-driven innovation efforts which have since gained considerable momentum internally and externally” Mark Brodeur, Nestle