HBR: The Art of Evangelism
hbr.org
Evangelism, the act of proclaiming good news about a product or service, gained popularity during the internet boom of the late 1990s. Guy Kawasaki, Apple's second software evangelist, played a significant role in popularizing the term. Today, as the chief evangelist of Canva, his role is to promote a platform that democratizes design. Evangelists believe in the products or services they promote and have the best interests of others at heart. This practice is not limited to customers; managers and executives can also adopt it. Effective evangelism involves aligning oneself with a company that offers valuable and differentiated products or services. It sets an example for other employees, demonstrates leadership ability, and inspires colleagues.
Schmoozing, or building social connections, is an important aspect of evangelism. It involves getting out of one's cubicle, attending events, and asking questions. Following up with an email or call within 24 hours is crucial. Email is a key tool for effective communication, and optimizing subject lines, keeping messages short, and responding promptly are essential. Public speaking is another important skill for evangelists. It requires delivering quality content, customizing speeches to the audience, entertaining them, and making personal connections. Social media has become a powerful tool for evangelism, allowing individuals to reach thousands of people. Success on social media involves offering value, being interesting, sharing others' posts, adding drama to posts, and using hashtags. It is a responsibility and opportunity for everyone in an organization to engage in evangelism and build these skills over time.
Evangelism, the act of proclaiming good news about a product or service, gained popularity during th