Today startups seem 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.

1. 1
Joseph Jaffe
jaffe@startupsforbrands.com
@jaffejuice
#hashtag
INBOUND Bold Talks Series
August 21st
, 2013

2. New Media (2005)
What’s the Next Big Thing?
Customer
Experience (2010)
Writing the book on the future (4 times)
Social Media (2007)
Common Sense
(2013)

3. Remember Blogging?

4. Innovation:
Innovation is “past the product”
– Greg Guidotti, Kraft Foods
“New approaches that achieve amazing outcomes and change the
game”

6. WHAT IF?

7. Technology Funding
Marketing

8. ๏ Gogo was incubated by Dell
๏ Instagram was acquired by Kodak
๏ Craigslist was invented by YellowPages
๏ Flipboard was piloted by Conde Nast
๏ Get Glue was accelerated by Orville Redenbacher’s
๏ Square was sold to American Express
๏ Soap.com was created for Target
๏ Acquired by Amazon for $550m
๏ Mint was created for Intuit
๏ Acquired by Intuit for $170m
What if?

11. ADDITIVEADDITIVE EVOLUTIONARYEVOLUTIONARY
Why can’t startups help solve brand’s problems?
Why can’t brands ask the same questions as startups?

12. “If you can dream it; you can do it.”
Technology Solutions to Business Problems

13. Sit or Squat
• Obvious: Pampers
• Changing Tables
• Less Obvious: GAP
• Partner with Developers
on the FRONT end (esp.
customers) and serve
customers on the BACK
end (consumption)
• Be the Foursquare

14. Is Nike a Technology Company?

15. To defend the past is a greater risk
than creating the future
Peter Drucker

16. Flip the
Funnel
Change
the game
(or go
home)
Life after
the 30-
second
spot
Join the
Conver-
sation
People who this presentation, also :
www.jaffejuice.com
+1 917 603 4639 (to speak to me)
e-mail: jaffe@startupsforbrands.com
Twitter: @jaffejuice