<\/p>\n
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ALISON BEARD: \u00a0I\u2019m Alison Beard.<\/p>\n
ADI IGNATIUS: I\u2019m Adi Ignatius. This is HBR IdeaCast.<\/em><\/p>\n ALISON BEARD: Adi, you are very familiar with both of the guests on today\u2019s show. One is a comedian and talk show host, Jimmy Fallon. The other is a marketing executive turned reality TV star, Bozoma Saint John. But what they have in common beyond TV is an expertise on how to create breakthrough moments for themselves, their offerings, and all of the brands that they\u2019re associated with. We know that\u2019s really important now because it\u2019s an increasingly crowded, complex, confusing media and advertising market.<\/p>\n ADI IGNATIUS: Yeah. When you first told me you were going to interview Jimmy and Bozoma, my first thought was, okay, that\u2019s pretty interesting. I\u2019ve interviewed Boz, she\u2019s incredible. She was an executive at Pepsi, at Apple, at Netflix. I get what she\u2019s all about. Jimmy Fallon, I watched him on Saturday Night Live. I\u2019ve watched him on The Tonight Show. He\u2019s energetic, he\u2019s entertaining. I\u2019d be interested, what does he know about this? What does he have to say about marketing?<\/p>\n ALISON BEARD: They\u2019re both people who over the course of their long careers in different ways, have shown a really uncanny ability to adapt to new trends, particularly technological ones, and keep capturing the attention and imagination of diverse consumers. Most recently, they\u2019ve teamed up for a reality competition show called On Brand. It\u2019s like Shark Tank, but it\u2019s amateur creatives competing to design ad campaigns for companies like Dunkin and Southwest. I would say that the show vastly oversimplifies the business of marketing, but it is an interesting tool in and of itself because each episode functions as an ad, because it\u2019s totally about one company. But it was a really good reason for getting them onto our show to talk about lots of issues, not just branding.<\/p>\n ADI IGNATIUS: No, I\u2019m sure. Look, I mean, they\u2019re both incredibly energetic and incredibly entertaining. Have an audience. I\u2019m interested. What were some of those issues?<\/p>\n ALISON BEARD: In addition to talking about how to market companies and products, we talked about how to market yourself in your career. We talked about how they show up as leaders of creative teams and balance having strong points of view with being collaborative. We talked about how they innovate on different platforms like TikTok and YouTube, and then what type of marketing really does break through. Here is that interview with Bozoma Saint John, the former CMO of Netflix and Jimmy Fallon, host of The Tonight Show with Jimmy Fallon. Together, they host On Brand.<\/p>\n The entertainment media and marketing industries have changed dramatically since both of you started your careers. There\u2019s cable and then internet, and then streaming and then social. So what would you say is really the secret to capturing attention now, whether it\u2019s an individual or a show or a corporate brand?<\/p>\n BOZOMA SAINT JOHN: Sure. I mean, God, you made it sound like we started the Stone Ages, girl.<\/p>\n ALISON BEARD: I mean it\u2019s, that\u2019s when I started.<\/p>\n BOZOMA SAINT JOHN: I\u2019m like, speak for yourself. No, but you\u2019re right. Look, the landscape has changed dramatically in the last 20 years, right? The way that consumers listen to entertainment or watch entertainment has changed. I find that being on top of just what people are communicating with each other is the only way in which you can be part of the conversation. Whether you\u2019re a brand or an individual, a show l ike ours, I mean, obviously Jimmy is on TV every day, and so he has the pressure of being able to evolve so that he can continue to keep the audience that he has. So I guess my perspective is just from a brand lens, which is that in order to stay relevant, you really do have to pay attention to the time.<\/p>\n JIMMY FALLON: I think it changes a day by day by day by day. You never really can \u2013 there\u2019s probably a couple of weeks where you\u2019re like, \u201cHey, this is where everyone\u2019s going and then it changes.\u201d You\u2019re like, \u201cNope, they invented a new thing called flip-flop. Everyone\u2019s on flip-flop.\u201d And you go, \u201cWhat? I hadn\u2019t even heard of that.\u201d And they go, \u201cOh, you got to sign up. You\u2019re late to the game.\u201d But it\u2019s always changing and I\u2019m always interested in seeing what the next moves are, especially social media. When we first started Late Night, I remember one of our producers, Gavin Purcell, who\u2019s fantastic. He was like, \u201cYou got to get on Twitter.\u201d And I was like, \u201cWhat is that?\u201d He\u2019s like, \u201cWell, it\u2019s this thing.\u201d And he\u2019s explaining Twitter to me. I go, \u201cOkay,\u201d and then I\u2019m like, \u201cAnd we\u2019ll put our shows on Twitter.\u201d He like, \u201cYeah. We can do streaming shows just before we even start up Late Night just to get a following going.\u201d<\/p>\n And I remember getting maybe a hundred followers and I was jumping up and down. I was that into it. I love metrics. I love data. I love to see how things are going up or down or sideways or what type of people are listening or retweeting. We just jumped on and tried everything when it comes out and see if it works for you and you kind of have to learn it and adapt to it. I think number one is still YouTube as far as growth and how much engagement with everybody. It\u2019s just the biggest thing and I don\u2019t know if there\u2019s anything close.<\/p>\n ALISON BEARD: When you have though all these channels varying in popularity, but all the smart people and shows and brands are on them or trying all of them. How do you craft either a persona or a campaign that can break through all of that noise?<\/p>\n BOZOMA SAINT JOHN: I think some of it has to be consistency. Just back to the last question,\u00a0 I also want to give props to Jimmy himself as a person because he really does throw himself into the creative and into the work. So yes, social media is a powerful tool, but without him actually being in it and doing the trend every day \u2013 my point is that it\u2019s not just like, oh, there\u2019s this tool on this platform out there and try to engage on it. Jimmy is putting himself in the work, and I think that\u2019s actually necessary, whether it\u2019s a show or a brand, the consistency is how you show up. If every day, you\u2019re trying to be something different on the platform, nobody\u2019s going to trust you. People, they don\u2019t like that.<\/p>\n JIMMY FALLON: I think that\u2019s also how you find your brand by trying everything on. You go, hey, do I wear bangs? Do I have a bob? Do I have a short hair? You have to try it to see if that\u2019s your style. And you go, hey, I think I found my style everybody. I think for me growing up, I was a very fad type of person. I was ready into fads and trying new things, and I was wearing zipper pants. This is in the 80s and\u2026<\/p>\n ALISON BEARD: Jams.<\/p>\n JIMMY FALLON: Jams is the best. I love my jams. Oh, my gosh. That generation I feel like there were things that were in for two years and then out. Even the music in the 80s, it\u2019s a lot more one-hit wonder, I think, than any decade, but that was because everyone was trying new things and seeing what\u2019s happened. So I think my brain, growing up in that generation of having one-offs and one-hit wonders and things constantly changing and what am I into probably influenced who I am today and how I can function with changing things, and are you good with change? A lot of people aren\u2019t good with change and it freaks people out and they go, \u201cI can\u2019t have a new office. I\u2019m used to my old office.\u201d I go\u2026<\/p>\n ALISON BEARD: Different platform. Same person. Yeah.<\/p>\n JIMMY FALLON: Yeah, I think so. But Bozoma was saying you have to try and you got to get up to bat and swing, and sometimes you hit a home run, sometimes you strike out, but at least you\u2019re trying.<\/p>\n ALISON BEARD: Both of you have very strong personal brands, and I think a lot of that comes from authenticity. But how did you think about that as you built your careers? Bozoma for you in marketing with big jobs at Pepsi and Uber and Apple and Netflix and Jimmy for you with moving from stand up to SNL, to films, and then Late Night?<\/p>\n BOZOMA SAINT JOHN: A personal brand is such an interesting thing because many people will say that like, \u201cOh, that\u2019s a waste of time,\u201d especially if you\u2019re in corporate settings, but really it\u2019s just new language for what a reputation is. When I started out in this business, of course, I was trying to mimic the successful people ahead of me. It\u2019s like I looked at the corner offices and said, okay, what are they wearing? How do they talk in meetings? What are the ideas they bring? How do they do the thing they do and why do people listen to them? And I just tried to mimic it.<\/p>\n Unfortunately, that did not work and it didn\u2019t work for all the reasons that now as more mature adults we know is because it just didn\u2019t fit and you can\u2019t be authentic. And I know it\u2019s an overused word, but like we were saying before, even as Jimmy explained about trying things on and seeing what fits, for me, it was like this unraveling of who I was trying to be versus who I am. My personal brand became what it is and is because it\u2019s actually just me.<\/p>\n I do wear interesting clothes and I do gesture a lot with my hands and I cry because I get emotional and my hair is always something different. All of those things allow me the freedom to be exactly who I am in every room. And it has made me a better executive. It has made me a better mother. It\u2019s made me a better friend. It\u2019s made me a better contributor to society and a better creative for all those reasons. And so I think the personal brand gets a little confused. Sometimes people are trying to strategize around it and I\u2019m like, no, if you just become more of yourself, then that actually will sustain over time.<\/p>\n JIMMY FALLON: Is it because people can trust you?<\/p>\n BOZOMA SAINT JOHN: Yeah. Right. Because you never come out of character. You know what I mean?<\/p>\n JIMMY FALLON: Yeah. I forget who said, but someone said, yeah. God, I always tell the truth because it\u2019s too much work to lie.<\/p>\n BOZOMA SAINT JOHN: Yeah, it is too hard.<\/p>\n ALISON BEARD: What about you, Jimmy?<\/p>\n JIMMY FALLON: I think when I first started out, I was just hungry and I was focused on getting on Saturday Night Live. That was my goal. So I did stand-up and I did impressions of celebrities, because I knew that Saturday Live used those people on the show to do characters and impressions. So that was going to be my way into Saturday Night Live. So in my stand-up, I would do impressions of John Travolta. I\u2019d be like, \u201cJeez, I swear to God. I can\u2019t believe this over here. Sandy, what\u2019s going on?\u201d Right, yeah. I don\u2019t know why but that led to other characters, which led to me doing Adam Sandler where it\u2019s like [jibberish]. And you do all that type of stuff and then you go, oh, that stuff we can maybe use.<\/p>\n And I just think that was my ultimate goal is just getting into Saturday Night Live and let\u2019s just check that off. That\u2019s like the bucket list but that was my goal. And I got that at 23, and then once you get it, you go, okay, now what do I do with this? Because I didn\u2019t plan ahead. I didn\u2019t have three other goals. That was it for me. I\u2019m like, uh-oh, I got to figure out what my next goal is.<\/p>\n Do you want to be a movie star? Do you want to be a sitcom star? Do you want to record music? What is your thing? I \u2013 So I\u2019ve kind of had to think of a new goal and find it as I was going and see if it fit. I think always for me, as far as material-wise, it was very family friendly. I never really cursed in my act or I was kind of almost prudish.<\/p>\n I think it was my Irish Catholic upbringing, but that\u2019s not really changed for me. So that kind of stayed on brand, but I think I just grew and said, well, maybe I can do this. And then with that didn\u2019t work out. I tried movies, they didn\u2019t really work. And then you just kind of go back to just trying stuff and seeing what sticks and getting into the talk show world, I didn\u2019t really know what I was doing either there, but I got a lot of practice and I was on at 12:30 at night when no one was watching.<\/p>\n ALISON BEARD: I think a few people are watching.<\/p>\n JIMMY FALLON: Maybe like prison guards, and college kids. But I mean, I had to do that and kind of figure out there how to have an interview, how to talk to somebody. Am I nervous? I still get nervous but it\u2019s fun because I care, I think, and I want to do a great job. But you get another opportunity and then you grow and you see how you can do that best.<\/p>\n ALISON BEARD: It sounds like you both very much found your distinct lanes, despite the fact that you\u2019re both in crowded fields. How would each of you describe your leadership brand, right? Because both bosses, you\u2019re running organizations, you\u2019re running shows, you\u2019re running teams of people. What is your unique style or the unique thing that you bring.<\/p>\n JIMMY FALLON: Boz is better at this than I am.<\/p>\n ALISON BEARD: Well, but you\u2019re an informal leader even if you\u2019re not called the CEO of The Tonight Show.<\/p>\n JIMMY FALLON: Yeah.<\/p>\n BOZOMA SAINT JOHN: But he\u2019s still my boss. I still consider my boss, honestly. So I mean, hell, you\u2019re a leader of me if nothing else. Okay.<\/p>\n JIMMY FALLON: Yeah, come on. But you have that feeling when you get in the room with Bozoma Saint John. You go, whoa, this is like, I can feel like-<\/p>\n ALISON BEARD: She\u2019s in charge.<\/p>\n JIMMY FALLON: Yeah, well, you feel like someone smart is in the room. Whereas I\u2019m here, it\u2019s like, oh, my gosh, Uncle Buck is here.<\/p>\n BOZOMA SAINT JOHN: Oh, my God, that is so ridiculous.<\/p>\n JIMMY FALLON: Substitute teachers here. I\u2019m always reading books, and I\u2019d be curious to ask you also what books I should read too for management. And I love all that stuff and I love self-help books and learning constantly about how to do it better. And even if not, remind yourself of what works and what doesn\u2019t work. Being mad doesn\u2019t work. I know that.<\/p>\n BOZOMA SAINT JOHN: Yeah, being mad doesn\u2019t work.<\/p>\n JIMMY FALLON: It just does, right?<\/p>\n BOZOMA SAINT JOHN: It\u2019s so interesting. I think my leadership style has changed, of course, over years and different experiences. The way that I led my Apple Music team in launching the brand and the service itself was far different from the way I led when I became chief marketing officer of Netflix. One because they were so different in terms of not just the product but the time. I started Netflix, we were two months into the pandemic. And I remember my first staff meeting, I mean, there\u2019s well over a thousand marketers, and I didn\u2019t see anybody\u2019s face. And I think I\u2019m the kind of leader that does need to be in the room. I like in front of people. I want to see your face and your reaction and see if what I\u2019m saying is inspiring. Is it funny? Are you confused by what I\u2019m saying? I need all of that to be able to-<\/p>\n JIMMY FALLON: A reaction.<\/p>\n BOZOMA SAINT JOHN: Yeah, I need something! And it was such an impossible time of trying to inspire people to be more creative and think out of the box and all of the things that we say at a time when nobody knew what the hell was going on.<\/p>\n But the constant theme throughout, I think, for me in leadership has always been knowing the detail of what is going on, understanding what people are interested in on my teams, because the challenge is that you put all of the pressure on the results and you don\u2019t think about the people. I have had the kind of career where in order to really do the work, we had to be so close to culture that I needed different types of people on my team, people who didn\u2019t know what I know.<\/p>\n I take a lot from physics, which is the idea of matter. That matter is made up of molecules and you change one molecule and the entire matter changes. And for me, I\u2019m like, matter is a team, the people that I\u2019m working with, and you change one molecule and the whole thing changes. And so understanding the importance of every single person who is contributing, they can be the assistant or they could be the SVP of a region, their contributions are so important. So making people know that so that they want to show up to their job, they want to do the best job that they could do because they know how important they are, because I told them that has been a constant leadership tool for me.<\/p>\n ALISON BEARD: I love that.<\/p>\n JIMMY FALLON: Also what you just said too, also showing up I think is one thing that you learn as the more you do this is that all the great leaders show up.<\/p>\n BOZOMA SAINT JOHN: sYes.<\/p>\n JIMMY FALLON: Whether it\u2019s a restaurant. I\u2019ve seen restaurants fail because you go, hey, we had a great year. I don\u2019t have to go in anymore. And you go, no.<\/p>\n BOZOMA SAINT JOHN: Wait, Jimmy, I\u2019m going to interrupt you one second because actually, I have a story about Jimmy on his leadership, and this is going to embarrass you, so whatever, you just got to deal with it. We had over 270 crew members, I think, on On Brand, and I\u2019ve always felt that I\u2019m a friendly person. I see people, I say hello, all of that stuff, but I\u2019ve never seen anyone do it like Jimmy does, meaning that we were walking onto set one day and somebody was nailing something on a wall, bent over in the corner, and Jimmy was like, \u201cHey bud, you\u2019re doing a great job.\u201d<\/p>\n I\u2019ve never seen anybody do that in my life. You know what I mean? Just paying attention to the small things. And the showing up is also in recognizing people\u2019s contributions. And so for Jimmy, I think leadership is not just how he commands a production to be done or his contributions to like, oh, let\u2019s use this line or change this word, but also making people feel like they are part of something even bigger and that they\u2019re important, and I saw that in action.<\/p>\n ALISON BEARD: Yeah. It sounds like the sort of infectious spirit that you bring to the show, to public facing engagements, you\u2019re also practicing behind the scenes. Did you learn that leadership style, the idea of keeping it fun, of showing gratitude to even the smallest players? Did you learn that on SNL from people like Lorne Michaels?<\/p>\n JIMMY FALLON: Lorne Michaels, yes, definitely. I think that\u2019s one of the things I learned from him is showing up and just being there for everybody. I think as the part of gratitude, one of my biggest lessons I learned from Cameron Crowe, who\u2019s a great writer-director but he directed me. I was in Almost Famous. You can cue the applause now.<\/p>\n ALISON BEARD: We\u2019re going to go straight to Fever Pitch, but okay.<\/p>\n JIMMY FALLON: No, I\u2019ll start with my first one and I\u2019ll go into my filmography after that. This podcast is three hours, right? All right, perfect. So I remember I was on set and I saw Cameron giving notes to this extra, and he was like, \u201cOkay, you had a long day. Okay, you got three more tables and then you get to go home,\u201d just giving direction to this extra, and then they did action, and the extras didn\u2019t have any lines, just in the background.<\/p>\n And I was like, \u201cWhoa.\u201d No one was looking at him. He was just him and this extra talking and he made that person feel like a million bucks. And that made everybody go like, we are all doing this. Everybody\u2019s worth something here. This is awesome, and I\u2019ll never forget that. It was the coolest thing that he did. So I think combo of that, Lorne Michaels and Saturday Night Live, and I think all the different hosts that come in on Saturday Night Live too, and talking to all them and just seeing how, yeah \u2013<\/p>\n ALISON BEARD: Some people brought that sort of positive addition to the matter that Boz was talking about, and some didn\u2019t, I imagine.<\/p>\n JIMMY FALLON: Yeah, and caring and just go like, oh, that was great what you did. I like that. When these celebrities host Saturday Night Live, they\u2019re coming to a place that they\u2019re not used to. So if you have Robert De Niro, for example, I remember him asking me where his mark was. \u201cJimmy, where\u2019s my mark?\u201d I\u2019m like, \u201cI\u2019m not going to tell Robert De Niro anything. You can stand wherever you want, dude, I\u2019m good.\u201d He\u2019s like, \u201cNo, I don\u2019t really know because I\u2019ve never done this.\u201d And I go, \u201cOh, it\u2019s right there. And then you\u2019re going to land, you\u2019re going to say the lines facing that way.\u201d He say, \u201cOkay. Cool.\u201d Just help each other. We\u2019re on the team now. I\u2019m like, I just totally helped. I gave direction to Robert De Niro, what is going on in my life? And he loved it, but we would laugh and it was just great.<\/p>\n ALISON BEARD: So we all know that the best creative teams come from putting people together with diverse points of view and everyone sharing their ideas and brainstorming together. But how do you all as strong personalities with good ideas, I imagine because you\u2019ve been very successful, how do you balance expressing your own opinions, putting your own stamp on things with also working collaboratively and bringing in the opinions of others?<\/p>\n BOZOMA SAINT JOHN:<\/p>\n That\u2019s a tough one.<\/p>\n JIMMY FALLON:<\/p>\n Yeah, that\u2019s a good one.<\/p>\n BOZOMA SAINT JOHN: For me, I get very passionate in every job I\u2019ve had, passionate about how the things should land because I\u2019m like, oh, I know that\u2019s going to garner results. Sometimes I\u2019ve been wrong, but I always have a strong point of view. I\u2019m thinking back to times when it\u2019s like, look, as part of a creative team, you do have to follow the direction of whomever is in charge.<\/p>\n It\u2019s kind of like any like a coach or general or something. If everybody doesn\u2019t fall in line, it\u2019s liable that you go wrong. And so at some point as a creative, you can have a strong idea. You can think it\u2019s the best one, but if it is not the one that goes forward, you have to submit and help the next person. And so going back to your question about leadership, it is something I\u2019ve always encouraged my teams, which is that once I\u2019ve been in the seat as the CMO to decide which idea goes forward, and now everybody get behind that idea.<\/p>\n ALISON BEARD: Disagree, and then commit.<\/p>\n BOZOMA SAINT JOHN: Oh, I oh, we should have done this, should have done that. That\u2019s when we\u2019re all going to fail. So it\u2019s like once an idea has been chosen to go forward, everybody put your energy into making sure that that idea is what wins.<\/p>\n ALISON BEARD: How do you steer people with good, well-meaning ideas in better directions?<\/p>\n JIMMY FALLON: This is just me, but I always like to say at least my point of view on something just to say it. And then there\u2019s probably someone in the room that might be better at whatever the thing is, and I\u2019ll let them hear my idea and hopefully, it sparks something that they can land the plane and I don\u2019t need to take credit for it.<\/p>\n For instance, Southwest, we did this episode last night that you watched, but the challenge was to wrap a plane \u2013 basically paint the side of an airplane. So it\u2019s a big thing and we\u2019re going, well, blah, blah, blah. How do you do that? Well, this is going to be seen by a lot of people. And then Bozoma goes, \u201cWell, when I wrapped a plane for Beats.\u201d I go, \u201cYou wrapped a plane.\u201d Who else? I mean, we\u2019re talking to someone who\u2019s done this. How many people do you know that wrapped a plane before?<\/p>\n ALISON BEARD: I don\u2019t.<\/p>\n JIMMY FALLON: Yeah, I know now you do. Now you know two people but it\u2019s wild. It was like she knows she\u2019s done this. What hits? What do people look at? What do they see? What are the things that pop? And you kind of go, that\u2019s great. We have someone that\u2019s played the game before.<\/p>\n ALISON BEARD: So Jimmy, why at this point in your career did you feel qualified to host a show on branding and marketing?<\/p>\n JIMMY FALLON: I think because of all the years of Late Night and Tonight Show, and my job is basically selling things for my guests. I have them on and I pitch their movies or their music, or I\u2019m selling their wares, their products. I\u2019ve kind of enjoyed it when we have an integration or some brand goes, \u201cHey, is there any way you can mention toilet paper this week in the show?\u201d And I go, \u201cLove it, bring it on. What do you want? I can write whatever I want, right?\u201d I go, \u201cI will think of something.\u201d And then I go, \u201cYeah,\u201d and we\u2019ll talk about, \u201cHey, do you put the toilet paper roll over the top or do you put the toilet paper roll with the paper coming under?\u201d And you have a debate and people get in fights, and it\u2019s funny. That\u2019s a fun challenge. So I\u2019ve done that for the past 15 years. So that\u2019s a long time, a lot of shows. I think tonight\u2019s hitting almost like it\u2019s 2,300th show or something crazy.<\/p>\n BOZOMA SAINT JOHN: Oh, my God. That\u2019s so amazing.<\/p>\n JIMMY FALLON: So I kind of love the stuff, and I had a weird, again, just an odd idea, and I didn\u2019t have to throw them out to people. And so I pitched it to NBC. I typed it up, you know, bothered my wife with all these questions for months, and then I go, \u201cI think this is something I could pitch,\u201d And I pitched to NBC and they said, \u201cNo, but thank you so much. You keep these ideas coming buddy and stay strong at Late Night.\u201d And you go, \u201cOkay.\u201d<\/p>\n And then I was like, I didn\u2019t let it die. I was like, I really do think this is something you should give a chance to. I think it\u2019s different. And as Bozoma was saying, at one point, we were talking about this and we\u2019re like, because a brand new type of business structure, even to repaying for the show and all this stuff, but also what Bozoma was saying, it\u2019s kind of like a new toy to play with for brands. Like, how much fun can we have?<\/p>\n ALISON BEARD: Yeah, the companies are sort of sponsoring each episode basically. And so the advertisement isn\u2019t necessarily what\u2019s generated by the contestants, it\u2019s the show itself.<\/p>\n BOZOMA SAINT JOHN: I also want to say that I know Jimmy, he\u2019s creative and he has done a lot of work with brands, but he\u2019s also a student of marketing. W e were just on a show together where we\u2019re playing a little quiz game of like, oh, the taglines and this and that, and Jimmy, he was getting them. And not only that, he\u2019s got the jingles and he remembers. And so it\u2019s like for someone who hasn\u2019t had a formal career in marketing, he\u2019s still an ad guy. I would consider him an ad guy. There\u2019s a natural love and curiosity for the business of marketing and advertising. And so that I think also has a great deal to do with why it\u2019s natural for him to be the one who developed the show and brought it to the world.<\/p>\n JIMMY FALLON: I mean, I love a good ad. Don\u2019t you love to see a good campaign?<\/p>\n BOZOMA SAINT JOHN: Yes, absolutely.<\/p>\n JIMMY FALLON: I love a great campaign. I think Ryan Reynolds is knocking it out of the park.<\/p>\n BOZOMA SAINT JOHN:<\/p>\n Amazing.<\/p>\n ALISON BEARD: We actually, he\u2019s going to co-author, an article in our next issue about Fastvertising and how to quickly capitalize on.<\/p>\n JIMMY FALLON: Oh, he\u2019s best at that. And also probably people wouldn\u2019t have normally given him a chance had he been on a team or a famous ad agency. I mean, I think he used his fame to go like, give me a chance. I\u2019m going to roll the dice on this.<\/p>\n ALISON BEARD: Yeah. It sounds like you\u2019re saying that in this very crowded marketplace as companies are thinking about how to break through, brand integration is one avenue that everyone\u2019s keen on. There is a sort of obviousness to it though, right? So how do you do it in a way that does feel authentic and not just like, ugh, I\u2019m being marketed to right now?<\/p>\n BOZOMA SAINT JOHN: Well, I think it should be obvious. I feel like that\u2019s where brands go wrong when they try to be in a place where they\u2019re not naturally. We excuse Jimmy because he can actually do it very well. So toilet paper maybe doesn\u2019t belong on his desk but he\u2019s going to find a way to bring it in. But the challenge most times is that brands are trying to find integration in scenarios where they simply shouldn\u2019t be because it\u2019s not natural for them to be there. And that\u2019s why it falls apart, not because somebody was sitting there holding their thing and saying, hey, look at this thing, but because it just wasn\u2019t natural to them. And so it\u2019s like, look, when you\u2019re in this space, it should be obvious that I picked up my Pepsi and drank it because I was thirsty.<\/p>\n ALISON BEARD: And then the second avenue you talked about was this idea of capitalizing on cultural moments. And Jimmy, you certainly do that with your show. Bozoma, you did it. I\u2019m sure working at Netflix and Apple and all these sort of fast-paced consumer brands, talk about how you do that in a way that doesn\u2019t seem ham-handed and actually does sort of reach the audience you\u2019re trying to get to.<\/p>\n JIMMY FALLON: Again, there has to be some authenticity behind it too, even though it is the moment, but you take the moment and how do you make it you. So if it is doing a Taylor Swift dance challenge, I can do it with Taylor. The other way to do it is just do the dance challenge myself and be a 51-year-old man trying to do a dance challenge on TikTok, and that\u2019s what it looks like. And it\u2019s like that\u2019s more authentic. And you go, he\u2019s not trying to be a teenager. He\u2019s acting his age. I mean, I\u2019m feeling it now. My era, I\u2019m feeling I\u2019m going into my old man era or getting older era. I feel like if I\u2019m at a high top table, if I go to a restaurant with a high top, if I drop my napkin, I\u2019m not picking it up.<\/p>\n BOZOMA SAINT JOHN: No, no, it\u2019s not.<\/p>\n JIMMY FALLON: My back will hurt.<\/p>\n ALISON BEARD: And we definitely can\u2019t read the writing on the menus either, so.<\/p>\n JIMMY FALLON: I am not the person yet that turns the flashlight on, but I\u2019m real close.<\/p>\n BOZOMA SAINT JOHN: I\u2019m there. You know what I mean?<\/p>\n JIMMY FALLON: I\u2019m real close.<\/p>\n BOZOMA SAINT JOHN: Yeah.<\/p>\n ALISON BEARD: So speaking of being of the moment, as a star, as a show, as a brand, it is a very divisive time politically in the U.S. We\u2019ve seen companies come under fire for moves, celebrities canceled and executives are really unsure what sort of risks they can take right now. And I think the most recent example, obviously in your world, Jimmy, is ABC pulling Jimmy Kimmel off the air for comments about Charlie Kirk.<\/p>\n And you have made a point of being family friendly and apolitical. So just talk a little bit about why you\u2019ve made that decision and are sticking to it. And then I\u2019d love to hear from both of you on how you think that corporate brands can navigate this moment and sort of do the right thing, speak out in moments that they find appropriate, but then not get embroiled in controversy. Jimmy, why don\u2019t you start?<\/p>\n JIMMY FALLON: I mean, it\u2019s also tricky and it\u2019s all kind of moving very fast. Obviously, if there\u2019s a case of government versus the artist, I\u2019m on the artist side. I think everyone should be able to say whatever they want. And I think for me, I\u2019ve kind of learned from Saturday Night Live how close you can get to the edge for myself, which is being authentic. I think my monologues have kind of always been kind of the same. I have probably four or five jokes that are kind of about the political world, and then five jokes about fast food or something. I think if you look in the New York Times the next day, I\u2019m up there, my jokes are up there with all the other guys, but I diversify myself with more poppy stuff. That\u2019s just because of what I\u2019m into.<\/p>\n They do it better than me, the politics stuff, and I\u2019m happy that we have different voices out there and all talking. And if you want that, you can get it. So I think I just stick to what I do best, and whether it be me dressing up as a showgirl and dancing, with the K-pop Demon Hunters, that\u2019s feels on brand to me. I\u2019m not sure if I would want to see any of the other guys do that. So I can only pay attention to myself and do what I think is the funniest, sharpest, and most entertaining stuff every night.<\/p>\n BOZOMA SAINT JOHN: Yeah, I think in the executive world, it gets tricky because you\u2019re representing yourself but you\u2019re also representing the company. Where I think sometimes executives get scared, of course, is that their own personal view is going to be taken out of context or punish the company in a way. And I\u2019m like, that is the truth. So grow up, take a stand, say something, and if you get fired, so be it.<\/p>\n And I remember that I was having a lot of these conversations five years ago when it is like Black Lives Matter was popping off and George Floyd had been murdered. And there\u2019d been like, people were like, \u201cOh, should we make a statement?\u201d And I had so many friends in the executive space. We were in our little group chats and people were like, \u201cWhat should I say?\u201d And I\u2019m like, \u201cWell, what do you believe?\u201d<\/p>\n JIMMY FALLON: Start there.<\/p>\n BOZOMA SAINT JOHN: You\u2019ve got to start with wherever you are. And first of all, this is way different from 20 years ago where the society did not expect to understand who\u2019s behind the wall. It is like now people want to know what did the CEO think? What is their opinion on things? Where do they stand? What does the company care for? Those are all things that our consumers and our audiences want to know. And so you have to express it. And unfortunately, it\u2019s like if that has backlash, then that is the job.<\/p>\n ALISON BEARD: What advice would you give to the senior leaders in our audience who are trying to make their brand stand out right now, especially when it\u2019s hard to take risks?<\/p>\n BOZOMA SAINT JOHN: Well, I don\u2019t know why you have your job if you can\u2019t have a stance on something. You have to have an opinion, whether that is cultural opinion or it is an opinion about innovation and what you\u2019re going to create next for your company. I don\u2019t know of any senior leader who\u2019s been put in the job just to tread water. It\u2019s like you\u2019ve got to actually make a change. You\u2019ve got to actually make some impact in the work that you\u2019re doing. And so I don\u2019t have a lot of respect for leaders who come in and do nothing.<\/p>\n ALISON BEARD: Jimmy.<\/p>\n JIMMY FALLON: I think be different as much as you can, be different, take chances, take risks. Everyone says take risks, obviously, but I mean, really do something fresh, do something new and something we haven\u2019t seen and that will pop. I think you\u2019ve seen that with Super Bowl commercials, which I always go back to just a fan, but having a celebrity in a commercial used to be the big thing. Oh, my gosh, it\u2019s Michael Jackson drinking Pepsi. Oh, my gosh. Now that\u2019s every commercial. So now what do you do? Because that already is done.<\/p>\n So now sometimes it was a QR code and you go, what is that? That was the whole ad. I don\u2019t even know if it worked, but it was something different and it popped and you go, people were talking about it. So I think there\u2019s many ways to attack it from different angles. And I think just write them all out. See what way you can do it and try to see what\u2019s the next or clever or different angle that no one else is doing and do that. And if you can do that and have people think that they\u2019ve seen it before, that is the secret sauce. Because if you go like, oh, yeah, I\u2019m used to, that\u2019s of course. Where\u2019s the beef? I always say that.<\/p>\n ALISON BEARD: Surprise that it becomes instantly familiar.<\/p>\n JIMMY FALLON: Yes. Well said. Well said.<\/p>\n ALISON BEARD: Okay, I have one recommendation for next season, an AI contestant.<\/p>\n BOZOMA SAINT JOHN: Oh, that\u2019s interesting.<\/p>\n JIMMY FALLON: Wow.<\/p>\n BOZOMA SAINT JOHN: Wow. That would be something, because that\u2019s a whole \u2013<\/p>\n JIMMY FALLON: I think it would be-<\/p>\n BOZOMA SAINT JOHN: Alison wants us to be embroiled in controversy is what\u2019s happening.<\/p>\n JIMMY FALLON: I think that would be\u2026<\/p>\n ALISON BEARD: Really interesting.<\/p>\n JIMMY FALLON: \u2026 hilarious.<\/p>\n ALISON BEARD: Brainstorming. It\u2019s developing concepts. It\u2019s thinking out of the box.<\/p>\n JIMMY FALLON: Do you think it would work? I don\u2019t think it would work.<\/p>\n ALISON BEARD: I mean, or maybe AI assistance something. I think it\u2019s something to explore. Yeah. I did talk to an executive who said the one thing AI doesn\u2019t have is taste, and so maybe that is the problem.<\/p>\n BOZOMA SAINT JOHN: That\u2019s what it is.<\/p>\n ALISON BEARD: Okay.<\/p>\n BOZOMA SAINT JOHN: We got some people who didn\u2019t have no taste either, so there you go.<\/p>\n JIMMY FALLON: Exactly.<\/p>\n ALISON BEARD: Well, thank you both so much for your time. I really appreciate it.<\/p>\n JIMMY FALLON: This was awesome. We loved it.<\/p>\n BOZOMA SAINT JOHN: Thank you so much.<\/p>\n ALISON BEARD: That was marketing executive Bozoma Saint John and comedian Jimmy Fallon, who also hosts the new NBC show On Brand. Next week, Adi looks at the impact of Freakonomics, 20 years after its publication, with author Stephen Dubner.<\/p>\n If you found this episode helpful, please share it with a colleague and be sure to subscribe and rate IdeaCast in Apple Podcasts, Spotify, or wherever you listen. If you want to help leaders move the world forward, consider subscribing to Harvard Business Review. You\u2019ll get access to the HBR mobile app, the weekly exclusive Insider newsletter, and unlimited access to HBR online. Just head to HBR.org\/subscribe.<\/p>\n Thanks to our team: Senior producer Mary Dooe, Audio product manager Ian Fox, and Senior Production Specialist Rob Eckhardt. And thanks to you for listening to the HBR IdeaCast.<\/em> We\u2019ll be back with a new episode on Tuesday. I\u2019m Alison Beard.<\/p>\n<\/p><\/div>\n #Jimmy #Fallon #Bozoma #Saint #John #Takes #People #Products #Brands #Break<\/p>","protected":false},"excerpt":{"rendered":" \u00a0 ALISON BEARD: \u00a0I\u2019m Alison Beard. ADI IGNATIUS: I\u2019m Adi Ignatius. This is HBR IdeaCast. ALISON BEARD: Adi, you are very familiar with both of the guests on today\u2019s show. One is a comedian and talk show host, Jimmy Fallon. The other is a marketing executive turned reality TV star, Bozoma Saint John. But what […]<\/p>","protected":false},"author":1,"featured_media":3277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-3830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"\n