Guy Kawasaki’s The Art of Evangelism

Select a cause you’ve been considering and apply the five qualities as an acid test, assessing whether your product, service, or idea embodies them to succeed as an evangelist.

Create a cause by anticipating a need, improving an existing need, filling a need, piggybacking on another cause, or applying the Steve Jobs method.

Explore why people join your cause by examining six motives, reality checks, benefits, and peer feedback to ensure others believe in the dream.

Pursue innovation by either seeking change without permission, asking for forgiveness, or quitting to start anew, because changing the world matters more than money; make everyone in the company evangelistic.

Develop a plan of action and a framework for your evangelism by defining a two- to three-word mantra, setting goals, and outlining tactics to reach them.

Establish clear, ambitious goals that empower people and ship real outcomes; set a few inspiring, stable, and measurable targets to dent the universe.

Create a crisp two- to three-word mantra and tell everyone what you do, so all employees answer 'what do you do?' with 'we democratize design' and align messaging.

Learn to craft, practice, deliver, and revise the pitch, a core skill for evangelists, and leave with a pitch you can take on the road.

Prepare your pitch by knowing your audience, your product, and the facilities, and by practicing. Focus on the cause, not you, and use LinkedIn to tailor the message.

Adopt a tinder-style approach to pitching, favoring quick, compelling messages. Use stories, the opposite test, and the so-what frame to create a brief elevator pitch that intrigues.

Identify a great cause to fuel your evangelism, educate buyers on why your product is differentiated, and tell personal stories of its impact while avoiding jargon.

Localize your impact by identifying how your product affects individual people, turning broad causes into relatable, real-person benefits that strengthen your pitch.

Provide a safe first step that makes Cannava easy to try for simple graphics or PowerPoint, offering a low-risk, hard-to-say-no-to invitation.

Explore how social media enables evangelism, making it easier, cheaper, and more effective. Compare past technology like cars, airplane tickets, and fax machines to today's social media-enabled evangelism.

Post valuable content across social media, test your profile and cover photos for trust and appeal, and go live to share behind-the-scenes insights, embracing experimentation in evangelism.

Prune and prioritize promising evangelism efforts after planting many seeds to fit finite resources, cutting underperforming projects to focus on the strongest opportunities.

Brainstorm with your team to prioritize leads by assessing potential and mutual benefit, embracing a meritocracy that prunes and focuses on the most promising companies, products, and services.

Apply follow-through by pruning and prioritizing, then actively support winning companies to boost their visibility and demonstrate the power of evangelism.

Assess evangelism by industry, development cycle, and costs such as documentation, API, and support; prune early when costs are high and cycles short, otherwise let it roll while belief remains.

Fight superficiality by ensuring new hires believe in the cause, not for a resume or perks, and require them to demonstrate how they use our product to show true belief.

Focus on the customer, not the tradition; avoid fanaticism by embracing change and innovations that improve the customer experience, such as digital photography and autonomous cars.

Maintain evangelism across every curve, since success is temporary; reuse evangelists from the current curve for the next, and remember your friends to bridge transitions.

discover why more evangelists multiply impact, driven by genuine belief rather than credentials, and how customer champions inside your install base become your most effective advocates.

Recruit evangelists who already love the product to cut ramp-up time, provide the right tools and information, and delegate responsibilities so they require minimal supervision for several months.

Explore the ethics of evangelism and how powerful techniques to influence and persuade people carry responsibility. Learn how evangelism can change lives while demanding accountability.