Reading the words “brand evangelist” made me chuckle. I ask myself “Is this a joke? Are they serious?” Of course it’s not a joke. There is such a position in the business world particularly computer and the internet. Apple Computers applied this strategy in the mid-1990’s as the company is being pulled down because of how Microsoft dominates the computer market.
One of the proponents of this is Guy Kawasaki, who put out a newsletter in 1996 called “The EvangeList” to serve “good news” about Apple and its products. As Guy points in Leander Kahney’s book, “The Cult of Mac” that he “decided instead to convince the press, we would become the press.” His job is to make Mac-fans to unpaid zealots for Apple. And it was a hit. Apple was saved. Thanks to the near-religious enthusiasm done by Kawasaki. It mobilized people to believe on the brand and denounces other competitors.
Leander Kahney shares the secret of Kawasaki’s triumph:
“Kawasaki was one of the first people in the technology industry to link evangelism and business. A Christian, Kawasaki was heavily influenced by religious evangelism. He attended Billy Graham’s School of Evangelism to learn about it and intentionally used a lot of religious terminology in EvangeList and in interviews…”
“Christianity has 30 percent market share, and many of their techniques have applications to business…”
Guy Kawasaki pin points the success of an ‘evangelist’:
“Looking back, maybe one of the reasons we succeeded is that we were too naïve and ignorant to know how difficult our task was. The key to evangelism is a great cause. If you love the cause, you’ll find a way to make it succeed…I just know how to take a cause, fall in love with it, evangelize others to share it, and change the world….” (The Cult of Mac by Leander Kahney pages76, 82 and 83)
As I think about it, if evangelism can be explain in terms of marketing approach, it would be just like a man-made paradigm that this world can offer. But it is not. Evangelism may have some components that the world can copy but they can’t plagiarize the powerful force behind it, which is God (to which Kawasaki might point as the great cause). He is the author of salvation (Heb. 12;2), he predestined who will be saved (Romans 8: 29-30), He send His Son to die for the elect (Ephesians 1:4-5, 1 Peter 1:2) , He enables Christians to preach the gospel (1 Co. 2:130, He opens the hearts of people to accept the gospel (John 6:44-45; Acts 11: 21, 16:14)and He prepares them for the good work with perseverance (Ephesians 2:10; John 15:16-19) . We cannot fathom how God works through these events but He did. We might not understand it but God gave us enough information. All its working is from God. Therefore, it is God’s evangelism. He owns the message and the messenger. He did this so that no human can boast that he can save himself apart from God. All in all God is sovereign and we must accept this truth.
With that thought, are we prepare to share Jesus to everyone? God has done the part and He will enable you to fulfill His gospel. Can we identify ourselves with what Paul said in Romans 1:15-16?
“So I am eager to preach the gospel to you also who are in Rome. For I am not ashamed of the gospel, for it is the power of God for salvation to everyone who believes, to the Jew first and also to the Greek.”