The essence of Selling the Dream, Kawasaki’s new book: Evangelism comes from Greek, which means bringing the good news. When you have a product or service that is good news, that will catalyze evangelists. These are people who are not necessarily within your company, but those who see that you are making the world a better place and want to spread the word. You need evangelists, those who sell your dream. The way to get others to believe in your dream is to show them you’re making the world a better place. Kawasaki uses Google as an example of a company that has changed the world and has evangelists supporting their cause and spreading the word.
–Guy Kawasaki
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