Jeff Yapp is a marketing and innovations expert with a broad skill set. His company, WutzNxt Inc., concentrates on connecting clients with the best possible ways to reach their audience through an authentic voice.
Jeff Yapp has 30+ years of experience in marketing, beginning with Kraft Foods in the 1980s. He then worked with Gallo Wines, Pepsico, Newscorp and Viacom/MTV, along with 20th Century Fox Entertainment. He is perhaps best known for his work with MTV where he launched Guitar Hero, Rock Band, the Vice Media network and producing films including Crazy Heart that won two academy awards.
His innovative approach to marketing helps his clients discover the potential in their brands. Jeff Yapp lives in Portland, OR, with his wife and family.
What is your favorite thing about traveling?
My favorite thing about traveling is experiencing different cultures, business practices and history. I really enjoy meeting clients from different cultures. Trying to see the world through their lens develops better empathy and understanding.
How did I decide to travel for most of my career?
At this point, travel is about 90% of my job. Most frequently, work has brought me to Seattle, China, Japan, Australia, and the U.K. I have traveled over 12 million miles in 125 countries. Travelling has been and will always be something I find necessary, especially when working with international companies. Even if working with domestic companies, you must know what is happening in the international markets.
What are some travel tips you’d give to an inexperienced traveler?
As a frequent business traveler, I can tell you that one of the most important things you can do is pack carefully—my family calls me a packing wizard! Ultimately, if you pay attention to these rules you can save yourself a great deal of time and effort. You need to avoid checking luggage at all costs. It will save you hours once you land.
The whole idea is to become a packing expert– organize your carry-on, label everything, and pack the necessities. I often forget things and leave items behind, since I travel so much, so staying highly organized is essential. Packing is not the only key aspect though, efficiency as well. When I am travelling for work, I am often left in a time-crunch, running from one meeting to the next. So, for me the most important aspect of efficiency is timeliness. Having Global Entry, Passport Nexus, and Clear allows me to be efficient with my time and is one of my most valuable assets.
I am also a big Tumi luggage fan. They make phenomenal quality luggage, that can hold up in all conditions on my travels. But my greatest new favorites are Rimowa luggage. While expensive it represents a great value.
Where would you like to go?
Honestly, I have been everywhere travelling the world for work—if you can think of it, I have been there. So, if there is one place I would love to visit more, it would be my home. Home for me is where I am my happiest, playing with my grandson and spending time with my family. There is no place like it.
Do you travel alone? Why?
I travel many times with other colleagues, I get in and out as quick as possible, but always prioritize an in-person meeting. I am personally much more productive, and I think they are overall more effective. I personally feel I am more effective in person, like anyone is, so I always make an effort to meet my clients face-to-face.
Do you travel light or do you pack up the house?
I travel light and so should you. As I said before it is really important to pack your carry-on and your checked luggage carefully so you do not run afoul of TSA regulations I try to pack as little as possible in my carry on. I am an electronic tech guy though, so if I have my electronics, I am good.
My wife tends to pack up the house though and I constantly tease her about it when we’re getting ready to go on a trip. I think I have impressed upon her that it’s necessary to restrict what you bring, but she still refuses and brings the house—my words are just noise to her—but she does not travel much, so I just roll with it! She prefers to be home too, and she has made our home a pretty easy place to be.