What is an evangelist really? After all, we’re in business, not at a tent rally! An evangelist is someone who sees and believes in something so much that they spend a ton of energy reaching out to you to help you see and believe in it too.
An innovator who wants to win customers must draw them to her way of thinking, convert them to her approach. She must tell stories around her products, making her vision and motivation clear. She must become an evangelist.
Why? Because change hurts. To persuade anyone to change, you have to get their attention, overcome their failure of imagination, and soothe their discomfort.
A provocative idea always gets more attention than a boring and derivative one – evangelism gets your great idea more attention.
Once you have your target’s attention, though, don’t assume they ‘get it.’ They don’t. You need to overcome their inability to see what you see – you need to show them what to imagine. With a consistent evangelism campaign that includes compelling stories, you overcome their failure of imagination.
If you’ve done a great job as an evangelist converting your audiences, they’ll endure the discomfort of change because you showed them how to hope.
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