Joseph Jaffe has never been one to pull punches. A seasoned marketing strategist, author, and business thinker, Jaffe has built a career on challenging conventional wisdom. In a compelling Profiles in Leadership conversation with Jack Myers, Jaffe unflinchingly dives into the fate of corporations, the role of AI, the dangers of fear-based leadership, and why happiness -- not just profit -- should be a priority for organizations.
The Inevitable Demise of Corporations
Jaffe’s perspective on corporate decline is as unsettling as it is insightful. He likens corporations to fallen empires, arguing that many are locked in an outdated model that cannot survive the accelerating pace of technological change.
“The very thing that helped these companies grow -- size, scale, and bureaucracy -- is now the anchor dragging them under,” Jaffe explains. He and Myers discuss how legacy companies fail not because solutions don’t exist, but because internal politics and external pressures prevent meaningful change. As Myers puts it, Wall Street rewards stability, not innovation -- an equation that dooms many companies.
AI and Experimentation: The Key to Survival
Jaffe is blunt about AI adoption in business: most companies are playing at it, not embracing it. “Experimentation is treated as a check-the-box exercise, not a true strategy,” he says.
He pushes leaders to go beyond superficial AI adoption and truly integrate new technologies into their operations. Myers agrees, framing AI as a ‘portal, not a bridge’ -- a gateway to a new way of working rather than a means of sustaining old business models.
Leadership in the Age of Disruption
If Jaffe has one takeaway from his work with the Entrepreneurial Operating System (EOS), it’s that strong leadership teams define business success. “Everything rises and falls on leadership teams,” he insists. He argues that trust, vulnerability, and accountability are far more important than corporate structures or business plans.
He shares a deeply personal moment from his coaching work: a team member once told him, “The best part of working for you is that I wasn’t afraid.” That, Jaffe says, should be the gold standard for leadership. Fear-based management may drive short-term results, but it kills long-term success.
Creativity vs. Data: Has Advertising Lost Its Soul?
Jaffe and Myers dissect the advertising industry’s failure to evolve. Jaffe revisits his 2005 claim that the 30-second spot was dying -- a prediction he stands by today. He critiques the industry’s obsession with data, arguing that while “data is the new oil,” it’s also an oil spill, polluting creativity and meaningful engagement.
They explore alternative models, including audience-first approaches and true innovation in content. Myers points out that legacy media’s lack of investment in the future has allowed disruptors to take over, a dynamic he has witnessed firsthand as a media strategist.
Happiness as a Business Imperative
Perhaps the most unexpected turn in the conversation is Jaffe’s discussion of happiness -- not just as a personal pursuit, but as a strategic business goal. Studying happiness science, Jaffe has come to believe that slowing down, embracing presence, and prioritizing kindness are critical for both individuals and organizations.
“Happiness isn’t ephemeral or Utopian -- it’s achievable. But you have to define it and put a plan in place,” he argues. For Jaffe, the pursuit of happiness is not just a philosophical exercise; it’s the foundation for sustainable business and leadership.
Diversity, Meritocracy, and the Future of Leadership
Jaffe takes aim at the argument that Diversity, Equity, and Inclusion (DEI) should be replaced by meritocracy. “If we were truly hiring the best people, that would be one thing,” he says. “But we’re not.” He calls out the reality that leadership teams often fail to reflect their customer base and argues that companies have a responsibility to create access and opportunity.
The Future of Business: A Call to Action
As the conversation draws to a close, Myers challenges Jaffe to imagine a path forward. Jaffe doesn’t sugarcoat his response: “Under current conditions, I don’t see a positive future for legacy media and corporations. Not unless they embrace real change.”
But the conversation is not without hope. Both Myers and Jaffe agree that organizations that prioritize leadership, innovation, and humanity have a real chance to thrive. It requires rethinking business models, empowering leadership teams, and embracing a balance between technology and human values.
For those who want to hear the full, unfiltered conversation, check out the complete Profiles in Leadership interview with Joseph Jaffe at MediaVillage Thought Leaders. If you’re a leader looking to future-proof your business, this is a conversation you don’t want to miss.