Product Evangelism: Selling the Dream

Product Evangelism : How to Drive Adoption and Growth

Product evangelism, as coined by Guy Kawasaki, is "selling the dream." It's about helping people envision the future and inspiring them to help create that future. Whether you're a startup founder, a CEO, or a head of product, this is a crucial part of your job. You won't be able to assemble a strong team if you don't excel at it.

For product managers, especially those in large companies, effective evangelism is vital. Without it, your product efforts may get derailed before they see the light of day. Even if your product ships, it might end up like many other large company projects that wither on the vine.

We've discussed the importance of having a team of missionaries, not mercenaries. Evangelism is key to making this happen, and the responsibility primarily falls on the product manager. Here are my top 10 pieces of advice for product managers to sell the dream:

1. Use a Prototype

For many, it's too difficult to see the forest through the trees. When all you have is a bunch of user stories, it can be hard to grasp the big picture. A prototype allows people to see both the forest and the trees clearly.

2. Share the Pain

Show the team the customer pain you are addressing. This is why bringing engineers along for customer visits and meetings is so beneficial. Many people need to see or experience the pain themselves to truly understand it.

3. Share the Vision

Ensure you have a clear understanding of your product vision, strategy, and principles. Show how your work contributes to this vision and adheres to the principles.

4. Share Learnings Generously

After every user test or customer visit, share your learnings. Highlight not just the successes but also the problems. Provide your team with the information they need to come up with solutions.

5. Share Credit Generously

Make sure the team views it as their product, not just yours. When things don't go well, take responsibility for the miss and show that you're learning from mistakes. The team will respect you for it.

6. Learn How to Give a Great Demo

Giving a great demo is crucial, especially with customers and key execs. A demo is not training or a test; it's a persuasive tool to show the value of what you're building. Get really good at it.

7. Do Your Homework

Your team and stakeholders are more likely to follow you if they believe you know what you're talking about. Be the undisputed expert on your users, customers, market, competitors, and relevant trends.

8. Be Genuinely Excited

If you're not excited about your product, either change what you work on or change your role. Genuine excitement is essential.

9. Show Enthusiasm

Enthusiasm is contagious. Be sincere, but let people see that you're genuinely excited. This matters a lot.

10. Spend Time with Your Team

Significant face time with your designer and every engineer on your team is crucial. If your team is not co-located, make an effort to travel and spend personal time with every team member regularly. This pays off in their motivation and the team's velocity.

In midsize to large companies, product marketing often plays the role of evangelist with customers and the sales force. As a product manager, you may still be called upon for big deals and partnerships, but focus your evangelism on your team. The best thing you can do for your customers is to provide them with a great product.