Book Review: Join the Conversation by Joseph Jaffe

by Mario Parisé

Joseph Jaffe's latest book, Join The Conversation, is about community and dialogue in our new marketing landscape.  True to its title, Jaffe leaves no room for doubt that the conversation is an operational imperative.  Failure to do so is the equivalent of waiting for extinction.

Beginning with a powerful call to talk 'with' rather than 'at' consumers, Jaffe rips into the ego of the corporation bent on controlling the market rather than participating as equals with their customers.  Loaded with examples of what to and not to do, the book provides solid resources for anyone still needing convincing.

Lest it be thought that Join the Conversation is merely an extended riff from an outspoken industry rebel, Jaffe provides guidelines on experimentation, budget allocations, finding the right people, and how to strike balance between the command-and-conquer and the free-for-all-anarchy approaches.

I do, though, have one major issue with the book.  Jaffe asserts that in order to succeed as marketers today, we need to drop communications in favour of conversations.  From his point of view, communications are the single biggest problem in marketing.  His point is simple: communication is one-way.  It`s a monologue.  Communications, then, become the catch-all for everything monolithic and pig-headed in the modern corporation.  Conversations, on the other hand, are about dialogue, community and humility.

By lumping all that is evil under the banner of 'communications', we throw the baby out with the bathwater. Conversations without communication are empty, without value nor meaning.  Communication is, after all, first and foremost, about conveying ideas with clarity.  If you're not communicating anything in your conversations, then you might as well talk about the weather. Furthermore, not everyone wants to join a conversation with a corporation (sadly).  Surely we need to be ready and willing to participate as equals in conversation, but we also need to have something valuable to add and we can't simply rely on conversations alone.  There are times when one-way communication is best, so long as people can, if they want to, transform that monologue into a dialogue.  Or so says I.

Still, the idea that communications and conversations are polar opposites does spark an interesting debate.  It challenges us to look at what we're doing and really ask if we're participating as equals or simply attempting to force the market to respond favourably.  It requires us to examine just how much we respect consumers.  By attacking the foundation of modern marketing theory (e.g. communications), Jaffe forces us to re-evaluate our entire industry.  Which may be the single most valuable take-away from the book.

All in all, despite my difference of opinions on a few points, I have to say Join the Conversation is a must read.  Jaffe challenges our assumptions in an extremely polarizing and confrontational manner, which I personally love.  It's lead to several debates with friends.  Plus, you have to give credit for his complete lack of fear in taking on our entire industry.

Comments

[Joseph Jaffe]

I'm not sure I said all communications is the devil and should be dropped in favor of conversation. If anything, my point is that conversation is what comes "next" as in "after" as in "a more evolved and effective form of connecting"

Communication gets our foot in the door...which can be broken if the door is slammed too hard on us :)

Conversation on the other hand, is the act of opening the door and inviting us inside...

In any event, I'm always encouraged when I'm taken to task AND I hate it when people agree with everything I say...

At the end of the day, we're on the same page and I appreciate your review, consideration and recommendation.

Rock on!