LA Business Podcast

32. Joseph Jaffe, Admiral & Co-Founder of The HMS Beagle

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We talk to Joseph Jaffe about what it is to be an entrepreneur and his celebrity challenge and helping other businesses in a time of need.

Intro: [00:00:00] Welcome to the LA Business Podcast, a form for business owners and senior executives to share the experiences about the elements that drive their success. Your host is Robert Brill, CEO of an Inc 500 company. Delivering the power of hyper-local advertising. Robert writes for Forbes, Inc. and Ad Trade Publications.

Our goal is to bring you the stories about successes and failures of people who are making big things happen in marketing, entrepreneurship, and management.

Robert Brill: [00:00:35] Hi, everyone. Welcome to another episode of the LA Business Podcast today our guest is Joseph Jaffe, and this is a particular treat for me, Joseph, because I started listening to you on Jaffe Jews, 2007/2008.

And, I thought, wow, wouldn’t it be great. To be able to connect with you. And here we are over 10 years later and you’re on my podcast and I see you all around Facebook. It’s a fantastic treat to have you on the show. I just I’ll let you introduce yourself, but what I want to say is I really like your LinkedIn profile Admiral at HMS Beagle.

I love it. So tell us a little bit about yourself. You mean the big, the big thing when I started connecting with you was, or listening to you was life after the 32nd spot. Also tell us a little bit about what you do and where are you in the last 20 years?

Joseph Jaffe: [00:01:23] Wow. So I’m trying to think. So I, this accent, I always explain to people this accent is not from Staten Island, although it’s very easy to confuse the two. I get that. I get that. But, from South Africa originally, came to the US now 23 years ago. I worked on Madison Avenue at a number of agencies, although I say, don’t hold that against me, and then I went out on my own. I’ve now written five books, you know, privileged to be able to say, you know, it was a bucket list item.

I always loved writing at school and I always wanted to be an author and I’m, I don’t take any of them for granted. And then, you know, in addition to those five books, interspersed, you know, I said that the books are like chapters of a story. It’s a bigger story. It’s my story. But it’s also marketing story and, but amidst all of these, I’ve started three companies.

So the most recent one as you were talking about is The HMS Beagle, which is the ship that sailed with Charles Darwin 200 years ago. A big theme, common theme with me is about change innovation, disruption, survival. Darwin said it is not the strongest of species that survives and all the most intelligent, but rather the one that is the most adaptable to change and truly that is the blueprint to survive and thrive.

And then, you know, you were talking about it earlier. I’ve always believed and I say this a little bit self-debt, you know, from a self-deprecating type of way, but there’s so much truth to it, which is you can’t read about change in a book. Even mine. Okay. Maybe not mine, but like my book will tell you, but everyone else does it.

No, but you call it, you have to experience it for yourself. And so, you know, what brought us together then was I was practicing what I preach ‘Joined the Conversation’ was my second book. I used new marketing to prove new marketing. I think you remember, I did this thing called Bam Rush the Charts. I got my book to 26 overall.

It was above Oprah and JK Rowling. Just by telling my entire community to buy one copy on Amazon, because that’s how you kind of cheat on Amazon, Amazon regards, you know, a million books, sales or one book sell is the same transaction. And so that’s what I’ve been doing is practicing what I preach. And it’s, what’s brought the two of us together again today.

You know, through, I’m sure we’re talking about it through Corona TV, which is going back to my roots, going back to basics, being a content creator, wanting to help, wanting to make a difference and using the technology that we have at our fingertips to connect to better connect with people and so that’s kind of like my weird squiggly line, you know, going from life after the 32nd spot, recognizing that there was this new thing called digital, by the way, what is everybody talking about now? They’re talking about digital transformation. They’re talking about virtual worlds. I mean, they’re talking about all the stuff that you and I were practicing, you know, 10 years ago, 15 years ago.

It’s amazing how timing is everything right? And I was saying this to somebody yesterday. It was a real, I mean, it was real, like a perfectly moment for me, which is if you’re doing something and you believe in what you’re doing, and somebody says, Oh, you’re ahead of your time. That is a tell to say, don’t quit.

Don’t give up. Just keep on keeping on. Until eventually the world catches up because the world will catch up. Didn’t you have a space in second life? Why aren’t you meeting people? I’m trying to say, hang on, hang on a second. Let me just leave the white house, press briefing room in the background. Yesterday I had CC Chapman on the show with me and, we both brought out our little second life figure reads, which I’m showing you right now.

And, you know, this is before 3D printing existed. So, you know, strategically, when we launched Crayon, we didn’t have a website. And we didn’t have an office. All we had was Crayon vole, which was our Island in second life. So when you actually went to, first of all, you know, our company’s name was Crayon, but our domain was crayonista because it’s a place.

And all that was on the website was a postcard and it said, join us in Crayon. And when you clicked on that postcard, it opened up second life. So we were living it and, I can promise you now that people listening, thinking like, you know, he’s ahead of his time. No, I’m not ahead of my time and no one’s ahead of their time.

What we witnessed then was the ability to bring emotion into digital because digital to this day is still sterile and faceless. You go to a website, an eCommerce website. There’s no one there’s no Walmart store greeter. There’s nobody to say, Hey, how’s it going? How much time do you have? This is your first time here. Can I help you with anything? But when people arrived in our islands, they kind of teleported in. And so what would happen is we always had one member of our team on second life. And the next thing, you know, you’re busy, just I don’t know doing a conference report and a little avatar pops in and you would just immediately go up to them and say, Hey, welcome to Crayonista.

Can I help you with anything? I mean, it was there all that time ago, 15 years ago. And here we are, let’s not make the same mistake again. So as, as I mean in a much more static, less interesting way zoom now becomes the new space that people spend their time in, in these various rooms. Do you think there’s an opportunity?

There’s definitely an opportunity. Do you think, how would you activate that opportunity to kind of recreate that greeter? Element with digital experiences. Is there a way to do it? I mean, absolutely. There could be, there could be, for example, having a zoom, I mean, they’ve got to still deal with the zoom bombing that’s taking place. I just had that the other day, on my after show it happened again.

Robert Brill: [00:08:12] Tell the folks what zoom bombing is.

Joseph Jaffe: [00:08:16] Well, let’s put it this way. So I know we’ll get to it later, but,  I started a daily web streaming show, a video show called Corona TV. And then there’s an officer show, on zoom, which is an opportunity for anyone who is listening, to come on and connect with the, with me and also my interviewee and you know, zoom bombing.

If that URL is given out publicly, there’s now little scripts that are run where hackers or just perverts or whatever, or just kids can immediately see which zooms are going on without any password protection or security. So now zoom is put in a waiting room to kind of gate and guard, but the other day I was doing my show and, I saw someone by the name of Ben Dover, you know, was in the waiting room.

And I’m like, I’m pretty sure I know where this is going.

Robert Brill: [00:09:22] You let him in.

Joseph Jaffe: [00:09:24] I let him into my room it turns out his real name is not Ben and his last name is not Dover.

But, I think what could happen, you know, to your point is imagine every website or every company or B2B company or agency has this zoom going from eight in the morning to 6:00 PM at night. And so, so you don’t have to call or text or whatever. You just come into the zoom room. And and say, Hey, listen, popping in.

So, you know, saw the article you wrote or intrigued about your services, but, I will say, you know, too, that they are now, you know, checked a lot of companies are using checks, but of course, what they’re doing is they’re using chatbots. Right. Because,  you know, God forbid we should use human beings to connect with human beings.

So we were trying still to automate and use AI, but there’s nothing better than a human being that just says, Hey, listen, you’re on the website right now. I can see you. What can I do for you?

Robert Brill: [00:10:36] Yeah. I mean, the, the first thing that comes to mind, it’s a great idea. And I’m actually going to deploy something like this on my website.

Once I get around to it. Probably the next week or two, I’m drawing the line in the sand within the next two weeks. I’m going to do this. I don’t know, the idea would be like, just something simple as, and this, it sucks because popups have a bad rap, but like even just a pop up with a video that says, Hey, thank you for visiting my site.

My name is Robert Brill. Now it’s recorded. But now you pair that to your point with an idea of having a live zoom, always going. That’s actually really interesting. The only part that I have challenged with is I actually need to conduct business and look at finances and have client conversations. And we’re a small enough organization where if I’m not on it, no one else is going to be on it.

Joseph Jaffe: [00:11:21] It’s hard for a really small business at the same time. We were, probably seven or eight people at the time of Crayon. So we just, we took shifts. And so, you know, one hour shifts seem quite doable, but I’ll give you a better example if you’re a small business owner and I’m talking about whether it’s a plumber, whether it’s a, maybe frame a framer or framing.

If you were in a movie, you remember movies we used to go to them before the world went to hell.

Robert Brill: [00:11:58] AMC stopped showing universal studios movies, by the way, that’s. AMC theaters is now at least in the short term, not going to show, not going to show you universal studios movies because of some uproar around the trolls movie.

AMC is not going to show universals movies, at least in the short term. Because cause trolls, the trolls movie did so well on home, home screening.

And they get like 70% of the, of the Mark of the profits rather than 50% from the theaters that there’s some uproar and AMC saying, we’re not going to show your movies.

Joseph Jaffe: [00:12:41] Do you know what I mean? I mean that, that will not end well for AMC and Nope. Look, you don’t, you don’t evolve and you don’t survive by doubling down on the status quo and defending the pots. You know, Peter Drucker once said defending the policy is far riskier than creating the future. You know, this is like, If the CPGs had done this sooner, which is, which is to get into direct to consumer, they would be in a much better position right now, but they didn’t because they didn’t want to upset the channel.

Now, in this particular case, I don’t know why we aren’t seeing more studios, for example, the new James Bond movie, if these movies and more movies weren’t released now. You know, on Netflix or streaming live or that first of all, they would probably break records. And who cares about pissing off the channel right now?

Because you know, if we’re all in this together, what this is is survival, we’re all in the survival business. So just to go back to, by the way, and this was, I’m glad you brought this up. What I was saying is you’re sitting in a movie and you know, and you’re a plumber or whatever. And your phone vibrates, you know, this is your life you take the call or you look and see that somebody’s badmouthing you on Twitter, or someone has a problem. You answer that response and responsiveness or the hallmarks of what it is to be an entrepreneur. And that is, is the kind of, that’s the technology now that allows us to better connect and serve our customers, you know?

And so that’s why, you know, even, recognizing that we may struggle with scale, but there’s smart ways to do that. There’s, smart ways to be accessible. And you know, one of the things that I’m running on on my show now is what I call the great celebrity experiment challenge. I’ve gone out now and I’ve challenged a hundred celebrities.

To see who’s going to be the first to come on my show now, do I expect any of them to, to actually follow their own accounts on Twitter and see who’s talking to them on Twitter? No, but that’s the problem. That’s the problem with Twitter. That’s the problem with celebrities. That’s the problem with access, but at the same time, do I know someone who knows someone who might know someone on that list?

Absolutely. So on one hand, I win by them, just perpetuating the status quo and me coming up empty. But I also, win, if the next thing I know one of these a hundred celebrities wants to be a guest on my show, you know? But the lesson in it is, is access and you don’t have to be, you know, David and Goliath coming together.

The leveling of the playing field. This is the great polls. The level, the playing fields are level once again. So if you are a celebrity sheltering in place at home, you should be thinking about how to reinvent yourself in the age of cameo. You should be thinking about how you can surprise and delight your fans and customers five or 10 minutes every day.

Go to Twitter, go to Instagram, call someone on the phone, you know, show them that you are evolving as a celebrity because you know what may just happen coming out of all of this is we actually stopped obsessing on these retouched artificial and fake celebrities and focus on each other and focus on real people and real conversations.

It was a bit of a rant, but, you know.

Robert Brill: [00:16:27] You know, I think the chart, like over the last 10 years, we’ve definitely had the opportunity for authentic natural people with no filters on places like Snapchat and the ridiculousness of TikTok and other places for, for humans to be human and simply distribute that message, exponentially to anyone who’s interested.

If you have a really good message, it goes further. The challenge, I think for a lot of celebrities is that their entire they’re a vessel. You see some of these celebrities talk, there’s nothing there. But they’re the best actors. Robert de Niro is a really interesting example. He’s dry as cardboard. And I love Robert de Niro as an actor, but he is dry as cardboard.

Like when he asked to like, speak about something that’s from him. Because, but as an actor, he’s like prolific.

Joseph Jaffe: [00:17:25] Right.

Robert Brill: [00:17:25] I think so much. So many of these actors are so are their whole lives are their whole professional persona is like, do not be yourself. Only be what you are told to be, which is directly at odds with the love, with the, with the world of authenticity, that we we’d been a trial for the last 10 years of actors who can figure that out.

And now it’s like, All bets are off. If you could be authentic and connect with people, massive win over the folks who care, who have nothing to say.

Joseph Jaffe: [00:17:57] I mean, I think you said that absolutely perfectly, and, and there’s always been this, this almost contradiction, right? A lot of actors are introverted and they are. You know, and they’re very awkward. They’re socially quite awkward unless they’re performing on stage. You see it all the time, but you also, I, you know, I connect a network with a lot of, pretty prolific and I would say very visible public speakers, thought leaders, authors, and you’d be surprised. How many of them are also, you know, the worst thing in the world for them is to be on camera and, and, to be in this kind of like we are, you know, right now.

And I just think, you know, I wrote about this in, both to suck in my, in my most recent books and I called it Mirror and Gloss, and I said, you know, the thing about a mirror is a mirror is not real. A mirror is opaque. You can’t see through a mirror, you see a reflection, but that reflection is not real.

And so this is the world of brands and marketing and celebrities. We send a, you know, an image that may or may not have been doctored or altered and that becomes the perception of reality, but the world is moving to glass, glass, meaning transparency, meaning glass door. You want to work for a company.

You can find out very quickly how well that company treats its employees. You go to a restaurant, remember restaurants, you know, I have to say that every time. And you can see your food being cooked in front of you. The kitchen is open. There is glass. Now there, or you can even set it a chef’s table inside the kitchen.

So you can see if somebody’s dropping a lobster on the ground and picking it up where their hands, this is where the world is moving to. And I think the more people brands, celebrities, you know, consultants can be glass, like, and of course, We all know the same people in glass houses shouldn’t throw stones, but this is what I think is now coming to the forefront, which is keep it real, you know, and be real and be honest and be authentic.

And that’s what we’re going to start to gravitate towards.

Robert Brill: [00:20:15] So let’s, let’s go a different direction. When you, when you work with companies, what do you generally, how do you work with companies. Like what type of work do you do? I mean, I know it’s consultancy. I know it’s social media. I can see a lot of value going a lot of different directions, but how do you work with companies?

Joseph Jaffe: [00:20:37] Well, I’ll tell you that. You know, my emo is, has always been the Wayne Gretzky quote, which is skating to where the puck is going to be versus where the puck is. And the funny thing is so many things that I’ve spoken about will predict not predicted, but actually said, this is what’s coming because I’m not a futurist. Futurists are charlatans, you know, because they, they never like they’re wrong, like 99 out of a hundred times, but the one time that rides, they remind you about it until the cows come home. So I can just see where things are heading and, you know, but when everybody catches up, I lose interest and I get bored and I move on because that first mover advantage is gone.

So, you know, I was the funny thing though, with social media or with digital transformation is you would think that people like you and I would be out of business because everyone would be transforming themselves through digital. Everyone would be joining the conversation. Everyone would be creative on the Superbowl.

And yet, you know, you can, the latest thing that I’ve been saying just to like poke fun at the bear or poke at the bear is if you gave marketers the goose that laid the golden egg they would slaughter it and cook it on the grill. You know, it’s like recurring revenue, not one time you guys it’s like, you’ve got to see things for what they are and what they could be, you know?

And so the thing that I’m focused on right now is growth. And, but it’s growth that can only come from earning the right to survive. I’m a strategic planner by, you know, by vocation, if you will. And I’ve actually come up with a new, way of, of planning. I call it survival planning. Now survival planning has a definition.

Survival planning is strategic planning in a day and age of short term thinking. Risk aversion and constant disruption. So how do you plan, how do you play the long, the long game? How do you survive and thrive? When the next COVID-19, you know,is, you know, just a new cycle away. And so that’s now how I work with companies.

There is a philosophy that I’ve developed through both to suck, which is called heresy, embrace your heresy to define your legacy. Are you prepared to put yourself out of business? Because if you don’t someone else will, you can guarantee it. Now on one hand, just look at the startup community. Just look at this entrepreneurial revolution, business models, being disrupted, disintermediated, you know, new nimble agile companies coming from nowhere that are absolutely, you know, I’m upset, you know, up turning or tit or turning over the Apple cart. Then you’ve got technology in of itself, but also just this, this culture of change. And so that’s the first part, which is disrupt yourself, pivot to a new business model, rethink, reimagine, and be in this constant process of pivoting planning course correcting and being able to take advantage of all of these new stimuli and, and variables, some of which you know, are potentially fatal and others are game changing. And so how I’d work with a company is, you know, the easy way, the easy way is, is. By being a keynote speaker or, or, or facilitating a one off, but that quickly moves into workshops and smaller, but much more, powerful projects, but they’re very short term as in, it could be during an offsite or planning session.

And then there is some longer term stuff, but to be honest with you, I don’t want to do the long term stuff. I don’t want to, we don’t have the luxury of a six month project. We may all be dead in six months. I’m not even joking, you know? So it’s like, you’ve got to look for now and you’ve got to plan for now.

And that’s why, like a lot of the advice that we’re giving clients right now, and people right now is, you know, survive. Stay in business, stay afloat, but also don’t just survive. Like in terms of a don’t kill me, do all the things that you think you always wanted to do, but couldn’t because your boss said there’s no time.

There’s no money. There’s no budget. There’s no talent. All these fires, all these meetings, all these unread emails. The big pause has given us, not just, you know, the ability to say, you know what I know we said, we wouldn’t do that, but let’s just go and try it out. Number one, what do you have to lose? Right.

Number to reach out to your customers, talk to them, do this market research, thank them for their business. You know, Flip the Final, which was my third book now is the time. To formalize and scale advocacy to create ambassador programs, to really invest in retention as the new acquisition. This is the gift that we have right now.

So that’s why I just fundamentally don’t believe in six months, you know, with, you know, peace and love to Deloitte and KPMG and essential and all these companies, but it’s, it’s, you know, any company selling you on a. 18 months to two or three year transformation project. That’s that’s just throwing good money off after bad.

You don’t have the time. And look, let’s be honest. I’m being honest. We’re being honest right now. Most people that are in jobs right now, even pre COVID-19, we’re probably not going to be in the same job within that 18 to 24 month timeframe. Anyway. So, so what are we doing here? You know, what, what kind of a business ecosystem have we created that actually doesn’t even support continuity, endurance, momentum, and growth. It’s it’s a joke.

Robert Brill: [00:26:52] Yeah. I’ve taken this moment to do some interesting marketing stuff that we haven’t had a chance to do with a long three to six, three to six month, like view of the marketing. I think the biggest thing that we encounter with some of our clients. So when I say client, I don’t mean big name brand advertisers, who we also work with.

I just mean like smaller companies who are trying to prove out their business model to some respect are local advertisers. I think the biggest challenge they have is they don’t form relationships with customers. And I think there’s a massive opportunity now for businesses to form longterm relationship with customers so that when the world returns to normal, we will have a great way, a great base foundation, core of potential new customers who heard from us when times are bad.

And I think, and that’s what we’re doing with our business, where we’re expanding our marketing efforts. We’re building our marketing infrastructure because as an advertising company, I want our business to grow because of advertising. So I think it’s interesting. I,like that. There’s I like that quote.

Joseph Jaffe: [00:28:00] And by the way, I mean, you know, the, these best practices in our B2B world, right?

People don’t care much, you know, until they know how much you care. And now we’re hearing, you know, this constant line, which is helping is the new selling. It’s true. It always was true by the way. But now we can actually implement that and, and, and not just say, you know, I was saying the other day, you know, we keep telling our customers how important they are and then they call us and we hear.

You’re very important to us, but due to an unusually high call volume, you know, some, you know, your call will be answered in two hours and 25 minutes. I mean, that is not indicating that we care about our customers. It’s just not. And so like what you’re saying, this is the time now again, the big pause to pick up the phone and call your customer, especially a longterm customer or, or a valuable customer. What about a lapsed customer? And just say, I was thinking about you. How’s everything going? You know, so this, this is like, almost think about just doing this for five or 10 minutes every day, while we’re all cooked up at home. Pick up the phone or send an email and say, I’m not selling anything.

I just want to know how you are, how you’re doing.

Robert Brill: [00:29:19] Yeah. Yeah, absolutely. I just, in fact, I just spoken to my wife right before we got on this and I was like, I gotta, I got a call all my clients and just say hello and just be helpful. I find that people a lot more helpful just across the board. Like I got access there’s a social media marketing week conference coming up mid may, and I got full access to that thing for free because I know someone on Reddit who had a few discount codes available and I got one. I just find that people are overall a lot more helpful right now. Because of that idea of we’re all in it together.

And now we’re in the trees, the trees for the forest.

Joseph Jaffe: [00:30:03] Yeah. Well, there’s meaning behind my backgrounds, but yeah, I mean, the thing is, and I heard this as a best practice right now. If you were looking to hire a PR agency before, but you couldn’t afford them. Well, guess what. PR agencies right now are, are in the same situation you are.

So maybe now as an opportunity to go to them and say, Hey, listen, times are tough right now. I know I have bandwidth know you may have bandwidth to, would you consider perhaps doing a little bit of work? If not pro bono, maybe in exchange for some equity or, you know, I’ll tell you what we, what we started doing at the HMS Beagle is, we’re doing this thing called survival boots.

So it’s a one week pro bono engagement. And it’s one hour briefing on the phone, three to four hours of work in the background that we do, and then a one hour presentation to our client, and then we’re done. In addition to that, we put together a two page case study. That we then shared publicly. And that is, that is the deal.

The deal is they can’t afford the IPM and, the work for themselves. They have to agree to allow us to share that publicly. Why obviously it’s good for us. It’s case study, we’re going to end up with three, four, five, six case studies. To add to our existing repertoire. It’s allowing us to be as creative and bold as we’ve ever wanted to be.

But for them, they’re also being gracious and sharing, you know, some of the work that’s been done for them, with other companies that might also benefit from it as well. So that’s a, that’s a piece of advice that I would give to anyone out there, which is. Don’t be afraid to ask for a freebie right now.

And on the flip side, don’t be afraid to give a freebie right now and be upfront. And again, you know, not Mirror, but gloss about exactly asked for an endorsement. That’s what we do as well. So now what we’re doing is you know, two entities that are hurting right now, two entities that are, that are, that are desperately in need of the boots because of what’s happened with COVID-19 or coming together and actually finding a middle ground that hopefully can help both of them.

And why not?

Robert Brill: [00:32:33] I love it. So, so some actionable items that people can take to continue to grow and scale their business. I feel like I’m missing probably a bunch of them, but what you just said, ask for freebies, give freebies, ask for endorsements. Call your clients. Retention is a new acquisition. Where do people find these case studies once they’re published?

Joseph Jaffe: [00:32:53] So there are a couple of things. One is if I remember correctly, If you text the word Corona TV, to 66866 you will actually through doing that, you can subscribe to my newsletter and I push out the case study through and other things through my weekly news that you can also.

Subscribe by Joseph And, and then I also kind of when, when I get round to it, cause I think I’m working harder than I ever have worked in my life. I also push out a lot of thought leadership through LinkedIn as well. And now with Corona TV, which, you know, I still have to tell people what it is, but it’s what brought us together.

I’m trying to think of ways that I can do, you know, use this platform as well. So I might have one or two of our clients come on as my guests to talk about the case study and talk about their business. So you just, you know, like I want to help as many people as much as I can, as often as I can. And it’s, it just makes me smile because it’s a good thing to do.

Robert Brill: [00:34:01] So tell me a little bit about the Genesis of Corona TV. Certainly it’s a very appropriate for the current moment we’re in, you’re on Facebook live. Is it every, every five days a week or what’s the, what’s the cadence there?

Joseph Jaffe: [00:34:16] Well, the thing about the thing about it, and I apologize to people, I keep mentioning Carona TV but it’s my baby right now. So I just want to like, you know, promote my baby.

Robert Brill: [00:34:26] It’s fantastic by the way, I really enjoyed listening to it.

Joseph Jaffe: [00:34:28] Well it’s what brought us together, which is, which is great. So I don’t even know and this is the thing as well about ideas. Sometimes don’t over think things, just do it right.

Nike, just do it. I don’t remember what the Genesis was of hey, let me go to Facebook and do a Facebook live. Yeah. You know, he has the brief, I’m going to create content. I’m going to do the summary. I’m just not, I’m just going to go live and talk about whatever the hell I was talking about then. And, and then suddenly, you know, I did it again and then I use zoom and then I said, wait a second.

I can syndicate this to Facebook. That’s cool. And then maybe, and then, and then I said, let me give it a name. And I branded it, you know, kind of a little bit of tongue in cheek, Corona TV. And then I created a website for it. And then I said, wait a second. 10 years ago, I did this thing called Jackie juice TV.

Why don’t I just direct everything now to Jaffe juice TV to my channel, which has got over 150 episodes on YouTube. And then one day I was talking to my sister. Who’s a small business owner. She’s in London, she’s got a spinning studio. They basically had to close down. Because people weren’t going to come in.

So she put all her bikes into a huge hole and asked her clients who wanted a bike and they all raised their hands. She dropped them all off. And then she went to like Vimeo and zoom and started doing on demand, live, live cycles. So I said, let me interview you and, and showcase the entrepreneurial spirit.

Well, one thing led to another and now. I’m fully booked with guests all the way through second week in June. So much. So going Monday through Friday that I’m now doing a show every Sunday. We, I can profile an entrepreneur and, but what I realized the limits, everything is that I’ve achieved. A bucket list, another bucket list.

Item of mine. I say, you know, people always told me I had a face for radio, so I’m trying to prove them wrong. But I’ve actually created a TV show, a web show, a video show focused on marketing and focused on the things that I care about. And it’s going to continue way beyond. COVID-19 hopefully COVID-19 is, is not around much longer.

Unfortunately it may be, but I’m going to continue doing this and I’m growing an audience and a base and a platform. And I’m hoping people, and guess what? It may actually help me to at the moment it’s hours and hours and hours of work every day. But I know that if I can just stay the course. It will reap rewards.

Robert Brill: [00:37:06] Yeah. Fascinating. I love it. People should just do it and not worry. I mean, so many people are worried and this is something that, has been ingrained from, listening to Gary Vaynerchuk over, over again. People are so worried about the visual quality, the audio quality, et cetera. That’s important.

Like you, you should pay attention to that, but don’t let that stop you from just throwing out good content and you’ll evolve and whatnot.

Joseph Jaffe: [00:37:35] And every day, I mean, even yesterday, this stupid video freezes and lags, in fact, I’m kind of looking out my window on the, well, actually I’m outside right now, but. I’m kidding, but you know, my Logitech camera is arriving today, so you know why I was using my Mac book.

And then someone said to me, you know, you can do better than that with a larger tech camp wall. They said with an external camera. So I’ll asked around and people said this was the camera. So I’ll order the camera by the way. There were no larger tech cameras in the world right now because of what’s happening.

So I had to go on eBay and basically overpay for it. My point is every day I’m making mistakes, but every day I’m growing. And what I would say to people is just do it. But you know what, when you look back, whether it’s a day, a week, a month or a year, look at that growth and look at all the learning. And the thing about me is the mistakes and the learning is part of my story.

  1. A) I can share it. And B) the next time a client comes to me and says, Hey, we’re thinking of doing a web show or doing something I can say, I can show you how to do it because I did it myself by myself without a team, without, you know, an agency. I just figured it out myself and you can figure it out too.

Robert Brill: [00:38:57] Absolutely. I love it. So, Joseph, tell us again, all the places people can find you, how we start watching Krone TV. Do we, do we have to be connected to you? Do people have to be friends with you on Facebook to watch Carona TV?

Joseph Jaffe: [00:39:11] No and that was another thing I had to figure out, which is I hit my 5,000 friends.

So you can follow me on Facebook and then, and then, and I’ve made all the shows public anyway, so. It’s it’s streams, by the way, part of my goal now is to piss people off at least one a day so that they can unfollow me. And then I can let in someone on the waiting in the waiting room. So you see it all works out, but it’s on Facebook.

It’s on YouTube. The best URL to go to is Jaffejuice.TV. I also now syndicated everyday live on LinkedIn, and those are the three major platforms that I’m using today. And as more become available, I’ll use them too. and I’m pretty much @JaffeJuice on every social media channel.

Robert Brill: [00:40:02] Fantastic. Joseph Jaffe. I really appreciate this. This was a totally cool recording and episode. I appreciate you coming onto the show.

Joseph Jaffe: [00:40:11] And I appreciate you giving me the opportunity and, you wanting to help me spread the word, grow, you know, promote the show. This is the exact, could pro quo set up correctly that the world needs right now, which is people helping other people,  to move the world forward, you know, and to keep moving forward.

And so I, I don’t say it lightly when I say thank you. You know, for, for believing in me and for giving me the platform to talk to your audience.

Robert Brill: [00:40:45] Appreciate that Joseph. Have a good day. Thank you so much.

Joseph Jaffe: [00:40:48] Take care. Bye.

Robert Brill: [00:40:49] Thank you for listening to this episode of the LA Business Podcast. If you like what we’re doing on this podcast, please consider subscribing on Apple or Google play.

Leaving a fivestar review and sharing with your friends. If you have any questions, comments, or recommendations for a guest you’d like to hear on this podcast, please email me [email protected]. Thank you. Have a fantastic day.

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Intro Music: Echegoyen Productions

Created By: Brill Media