I am going out on a limb here. Technologist are not traditionally people persons. Please insert your own Office Space quote [here]. Technology is a profession I love. Make no mistake. But, we have our issues. The issues have nothing about capability or effectiveness. We are very good at that providing solutions to problems. Our problem is self promotion!
When thinking of traditional Technical Evangelists I believe most people picture someone that promotes a platform or a proprietary service such as the ones Microsoft and SUN have employed. Currently, I believe that Steve Jobs is the best known evangelist given Apple’s recent product home runs. However, I do believe there is an opportunity for smaller shops, or even your own company, to employ the same strategies to maximize technology value to customers.
I think at face value this makes sense, but just for fun let’s examine some everyday scenarios that support an evangelist position:
- The pace of innovation is increasing. You need to be agile in your evaluation of new technologies and how your business can leverage them to deliver a step change competitive advantage.
- Your leadership team probably interacts less with technology less than your IT team does. You need to continually bring new opportunities to the forefront at every chance. Perhaps an evangelist should even be present during board meetings? Can you imagine; IT being a strategic business partner??? I kid of course. It’s what we should be!!!
- Your customers are becoming more tech savvy. There are no more secrets in Technology. They have access to the same vendors and solutions that everyone else does. You need to put someone in front of them that can inspire them. Leave the sales transaction up to the sales team, build interest and excitement for the product up to the evangelist.
- Building a product and selling it is just 30% of a launch (my take on it). You need someone to continually look for ways to promote the product on a micro-interaction level. Be it whitepapers, speaking at local groups or even through blogging and social network sites.
- Customers need to be ‘connected’ to the product to build loyalty and honest feedback. Nothing makes your IT product more replaceable than a customer feeling like they have no feedback loop or someone they can identify with. Did you notice the recent Microsoft commercials about ‘Windows being my idea’?
So how do you position the need for a product evangelist? Moreover, how do you convince the ‘brass’ that one is needed? My current employer does not formally recognize the role, however I believe that each leader in the IT organization informally plays the role. I think a large part of that is due to the fact that our IT department is viewed as a strategic partner in business decisions and efforts. For many organizations that’s a tough road to pave. I’m admittedly lucky.
Those of you seeking to build a case for implementing an evangelist culture I would work to tie the five points above with specific plans or actions to address them. Building legitimacy is key. Challenge your current status quo by continuously providing competitive analysis and how you can overcome those challenges by bringing forth new technological advancements. It’s a small step and the culture will not change overnight. However, it’s a step in the right direction. Remember, overnight success usually takes 3-7 years. Even for Google!
I would be happy to read and repost any stories on how you successfully implemented an evangelist role or culture. I think this is an important component of IT’s growth and I’m happy to share.