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111: For Jascha Kaykas-Wolff at Mozilla, it’s a matter of trust

This week on “Marketing Today,” Alan talks with Jascha Kaykas-Wolff, chief marketing officer at Mozilla. Previously, Kaykas-Wolff served as CMO at BitTorrent and Mindjet, and he is the co-host of his own podcast, “This is Your Life in Silicon Valley.”

In his conversation with Alan, Kaykas-Wolff touches on, among other things, trust, data and lean data practices, and what it means for a company to stand for something. Kaykas-Wolff points out that, in this age of data breaches and companies unwittingly sharing consumer information, lack of trust is at a crisis level. “In the U.S., trust is not just declining — it’s crashing,” says Kaykas-Wolff. “In the last year, we’ve had almost a 20 percent decrease in trust, in the popularly informed public, in the U.S. alone. This is a crisis of confidence that the general population has in businesses.” Kaykas-Wolff went on to add, “We’re not taking good care of our customers’ data, and that impacts the trust that they have in us.”

Highlights from this week’s “Marketing Today” podcast include:

  • Mozilla is more than just Firefox. It’s an organization “fiercely focused” on maintaining an open and accessible internet. (1:52)
  • Mozilla’s products provide a unique way for them to go to market and allows them to develop a sophisticated brand strategy. (5:09)
  • “Magic Growth Equations Don’t Exist.” (7:07)
  • A wake-up call for marketers: Kaykas-Wolff talks about “Conscience Choosers,” and the economic impact they have. (13:45)
  • Kaykas-Wolff on how trust drives business results. (18:22)
  • Mozilla’s “privacy by design” encompasses four lean-data practices. (22:42)
  • Marketing practices and media mix fuel Mozilla’s nimble performance. (35:50)
  • Kaykas-Wolff wants the people around him to be happy and successful. (45:58)

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