Z.E.R.O.: Zero Paid Media as the New Marketing Model

A NOTE FROM THE AUTHORS

Z.E.R.O. is coauthored by two halves of a whole perspective: Maarten Albarda, a first-time author and seasoned marketing executive at global blue-chip companies like the Coca-Cola Company and AB InBev, who is now running his first business, and Joseph Jaffe, a four-time author, ex-agency executive, and entrepreneur, who is currently running his second startup. Maarten and Joseph see the world the same way, albeit from different perspectives. It is this diversity of thought, expertise, and experience that is represented in Z.E.R.O. in three distinct ways:

1. A unique spin on authentic voice: Maarten writes his chapters as Maarten and Joseph as Joseph. It's pretty easy to tell them apart, as the style varies quite dramatically. Joseph's approach is fairly informal and conversational. He writes like he talks, and if you listen closely, you can even hear his South African accent. Maarten writes like Albus Dumbledore. (Can you tell who is writing this now?)
2. Debate and disagreement: Maarten and Joseph share the same vision on Z.E.R.O., but at times they'll disagree with each other. These lovers' quarrels are called out from time to time.
3. In the action plan (Section III) in particular, Joseph will weigh in at the end of Maarten's chapters with his agency-biased take and Maarten will do so likewise with a brand-centric opine in Joseph's chapters.

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