The Art of Evangelism running note of Guy Kawasaki's talk at the SDN Forum / GNoTE conference last week.
Sidenote: I have a problem with the "Art of ..." yes love the Zen and the Art of Motorcycle, but that was 30 years ago wasn't it? But Guy isn't the one who selected that.
He is using top 10 way to present, so you know how far in his presentation he is:
1. Put a great product out. "You can't evangelize crap"
2. Have a Mantra
Needs three or 4 words why you exist.
He hates mission statements (I agree). Go to Dilbert Mission Statement Generator if you are looking for a mission statement.
3. Roll the DICEE
What are the quality needs of your product? The letters stand for:
d: Deep
i: Intelligence: Flashlight that takes all kinds of batteries.
c: Complete
e: Elegance iPod nano
e: Emotive: Harley Davidson. My assessment of that brand is that it's star is falling. Too many weekend want to be Hells Angels, it just gets tired.
4. Find your nitch
Ability to provide unique product or service mixed with value to customer
You should wake up and think: "How can I make something that only we can make and no one else."
Example: Fandango
5. Let a hundred flowers blossom
Aldus Page Maker saved Apple Computer, that was not planned. When the Macintosh came out the applications that were in demand: Lotus 123, Wordperfect and dBase, non of them were running on Mac.
Go to the people that are buying and do more of the things they like.
6. Make it personal (highly, highly personal)
7. Find the true influencer, they are often not the C-level people in an organization. I used to be that person for our SAP Community Network, but I think nowadays it is Craig 🙂
8. Enable test drives
That is a problem we have with the size of our solutions no easy download and play.
9. Look for agnostics, not atheists. People that have a strong opinion already are very hard to get on your side.
10. Missed that one 🙂
11. Don't let the bozos grind you down
The dangerous bozo is the smart successful one. His criticism you tend to give more weight even though he may be wrong.
Biggest barrier is people see great products only through the lens of what they already know.
If you want a copy of the presentation send an email to: gina@garage.com
Check out his blog: blog.guykawasaki.com
I was on the Evangelist in You panel which was a very interesting experience and needs a separate post. I hope the webcast recording will be out soon.
I'll keep you posted. 
