Z.E.R.O. is a no-holds-barred call to action for corporations and their marketers to adapt or die amid an increasingly turbulent, changing, and dynamic media landscape.

Zero Paid Media as the New Marketing Model
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  • “Agencies, advertisers, and media are forever linked, but the dynamics, relationships and interdependability is undergoing fundamental change. This book lays down a new blueprint for all parties involved, written by two authors who know what is at play as well as at stake.”

    Jack Klues

    former Chief Executive Officer, VivaKi

  • “I love the Z.E.R.O. concept! As someone who has been committed to consumer-centricity and innovation for as long as I can remember, it’s a breath of fresh air to hear this way of thinking being committed to paper in such a compelling way.”

    Jon Wilkins

    Founder, Naked Communications

The Authors of Z.E.R.O.

Joseph Jaffe

CoFounder Evol8tion, Author

Maarten Albarda

Founder, MLA Consulting LLC

Z.E.R.O. Books

In three sections, authors Jaffe and Albarda outline the problems and challenges that are leading to the Perfect Storm approaching (Section 1), the introduction and delivery of the Z.E.R.O. Manifesto (section 2) in which the vision and idea of Z.E.R.O is presented, and finally a ten point Action Plan with pragmaticrecommendations marketers can start doing to ensure not just survival, but also the ability to thrive in the turbulent (and yet exciting) world that lies ahead.

  • + The Problem

    Our position is that a perfect storm is coming…in fact it may already be here. To make this case, we introduce several key arguments: business, economic, consumer, media and creative cases – any of which could – by itself - be enough to be the straw that breaks the camel's back, but when combined presents a perfect storm scenario.

  • + The Z.E.R.O. Vision

    The Z.E.R.O. Manifesto holds that in a perfect world, the optimal paid media budget would be zero. Why? Because businesses – small and large and brands would have enough customers; enough word-of-mouth; enough rabid fans and advocates; enough referrals; enough partnerships with entrepreneurs, startups and technology investments; and last but not least, enough assets to activate, amplify and monetize. What is an asset? Your people. Your products. Your packaging. Your clothing. Your billboards. Your trucks. Your stores. Your website. Your content.

  • + The Z.E.R.O. Action Plan

    Talk is cheap. So many books outline a problem, without putting forward a solution. Section through introduces a 10-point action plan, which presents 5 ways companies can implement Z.E.R.O. Internally (Cultural, Organizational), as well as 5 ways they can truly bring Z.E.R.O. to life externally (Strategic, Tactical). From compensation to budget setting; from flipping the funnel to innovation. It's all inside.

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    By way of context, if you don't know Sarah Fay, you should. I met her about 15 years ago back in the early days of digital. At the time she was running Carat Digital. Since then, she's run Isobar, Aegis...

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  • (from malbarda.blogspot.com)

    Editor's note: Yes, I know I just posted a few days ago that I won't have as much time as I used to have to write on my own blog. And here I am, only a few days later with a post. Let's just say that the writing bug hit me after...

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