𝗪𝗵𝗮𝘁 𝘀𝗮𝗹𝗲𝘀 𝗹𝗲𝗮𝗱𝗲𝗿𝘀 𝗰𝗮𝗻 𝗹𝗲𝗮𝗿𝗻 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗲𝘃𝗮𝗻𝗴𝗲𝗹𝗶𝘀𝘁 𝗼𝗳 𝘁𝗵𝗲𝗺 𝗮𝗹𝗹 – Guy Kawasaki!

It was 1983, Guy travelled across the US with two Macs. His learnings from his evangelism captured in his book #WiseGuyLessons:
“𝘐 𝘧𝘪𝘨𝘶𝘳𝘦𝘥 𝘰𝘶𝘵 𝘵𝘩𝘢𝘵 𝘮𝘢𝘳𝘬𝘦𝘵𝘦𝘳𝘴 𝘭𝘪𝘬𝘦𝘥 𝘦𝘹𝘱𝘢𝘯𝘥𝘪𝘯𝘨 𝘐𝘛 𝘶𝘴𝘢𝘨𝘦, 𝘤𝘰𝘥𝘦𝘳𝘴 𝘭𝘪𝘬𝘦𝘥 𝘵𝘩𝘦 𝘳𝘪𝘤𝘩 𝘵𝘦𝘤𝘩, & 𝘲𝘶𝘢𝘯𝘵𝘴-𝘵𝘺𝘱𝘦𝘴 𝘸𝘢𝘯𝘵𝘦𝘥 𝘵𝘰 𝘢𝘷𝘰𝘪𝘥 𝘰𝘷𝘦𝘳𝘥𝘦𝘱𝘦𝘯𝘥𝘦𝘯𝘤𝘦 𝘰𝘯 𝘐𝘉𝘔. 1 𝘰𝘧 𝘵𝘩𝘦𝘴𝘦 3 𝘴𝘵𝘰𝘳𝘪𝘦𝘴 𝘶𝘴𝘶𝘢𝘭𝘭𝘺 𝘳𝘦𝘴𝘰𝘯𝘢𝘵𝘦𝘥 𝘮𝘶𝘤𝘩 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 𝘵𝘩𝘦 𝘰𝘵𝘩𝘦𝘳 2 – 𝘣𝘢𝘴𝘦𝘥 𝘰𝘯 𝘸𝘩𝘦𝘵𝘩𝘦𝘳 𝘵𝘩𝘦 𝘤𝘰. 𝘸𝘢𝘴 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨, 𝘦𝘯𝘨𝘪𝘯𝘦𝘦𝘳𝘪𝘯𝘨, 𝘰𝘳 𝘧𝘪𝘯𝘢𝘯𝘤𝘦 𝘥𝘳𝘪𝘷𝘦𝘯.”

His advice –
1) Press the one hot button. Not all!
2) Start with a great product. You can’t evangelize crap!
3) Position as a ‘cause’. Steve Jobs didn’t position iPhone as a 188$ Made in China feature phone.
4) Localise the pitch. People don’t buy ‘revolutionary’ or ‘paradigm-shifting’ stuff. They buy aspirin to fix the pain.
5) Look for agnostics; ignore people who believe in other religion. The hardest person to convert to Mac is a DOS worshipper.

Agree?
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