Joseph Jaffe Jaffe declares that marketing organizations need to foster and adopt an aggressive and intense culture of experimentation. But how to take the risk? He’ll present 10 critical components to take on the journey, and a 5-step process to guide the way.

About the author:
One of the most sought-after consultants, speakers and thought leaders on new marketing, Joseph Jaffe is President and Chief Interruptor of crayon, a new marketing company (www.crayonville.com). crayon is a mash-up of 5 key areas: strategic and creative agency services, consulting, M&A Advisory, thought leadership/custom publishing, and finally training/education. crayon's initial clients include The Coca-Cola Company, GSD&M and SpiralFrog. Prior to launching crayon, Joseph ran jaffe, LLC, where he worked with companies including P&G, The Coca-Cola Company, American Airlines, 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, "Jaffe Juice”, provides daily commentary on all things new marketing. He also hosts a weekly new marketing podcast called “Across the Sound”, recently voted a Readers’ Choice Award as “Best Marketing Podcast” by MarketingSherpa. 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. Joseph is a Senior Fellow at the Center for the Digital Future at the USC Annenberg School and he has also lectured part-time at NYU's Stern School of Business, Cornell's Johnson School of Business and Syracuse University. Hailing from South Africa, he lives with his wife, daughter and son in Westport, CT.