Flip the Funnel — How To Use Existing Customers to Gain New Ones. A Conversation with Joseph Jaffe

Summary: When Joseph Jaffe and I realized we were neighbors, we decided to conduct our interview in person. About 90% of my podcasts are phone based; it's always enjoyable to have a chance to meet in person. Especially someone as interesting and accomplished as Jaffe. Joseph's new book, Flip The Funnel: How to Use Existing Customers to Gain New Ones (Amazon.com affiliate link), became the topic of conversation when I met with my business partner, Valerie LaSusa, for lunch last week. She has been doing a great deal of research on traditional marketing funnels: eyeballs>> (awareness > consideration > preference > action> loyalty>) >> buyers, and what happens when you turn the funnel upside down. When I pulled Jaffe's book out of my backpack, it was one of those "you must be kidding" moments. Our two hour lunch could have easily gone on for eight hours, discussing the concepts Jaffe writes about in his new book. The author is the former president and "Chief Interruptor" of Crayon, a conversational marketing company, specializing in community, dialogue and partnership. Crayon recently merged with Austin Tx based Powered. Val purchased a copy of Flip the Funnel and helped me prep the interview with Joseph. Stay tuned... Joseph's interview podcast will air Wednesday! Joseph Jaffe Background One of the most sought-after consultants, speakers and thought leaders on new marketing, Joseph Jaffe is Chief Interruptor of Powered, a conversational marketing company, specializing in community, dialogue and partnership. Prior to merging with powered, Jaffe was president of crayon, where he worked with companies including P&G, The Coca-Cola Company, Dunkin’ Brands, TiVo, Motorola and Fox Interactive Media. Before that, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite. Jaffe’s popular blog and audio podcast, "Jaffe Juice”, provides daily and weekly commentary respectively on all things new marketing. You can join the conversation at . His first book, ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising” (Wiley/Adweek) was released in June 2005 and focuses on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot. His second book titled, “Join the conversation: How to engage marketing-weary consumers with the power of community, dialogue and partnership” was published by Wiley in October 2007. Joseph is a Senior Fellow at the Center for the Digital Future at the USC Annenberg School, as well as the Society for New Communications Research. Hailing from South Africa, he lives with his wife, daughter and two sons in Westport, CT.This morning I happened across the above graphic in an older Center Networks post and it triggered a quick thought on a familiar theme.