the porous membrane, revisited

Microsoft, as I’m sure you know, have people whose job title includes the E word. Apart from the implication that evangelism is a separate business function, it’s deeply unnerving to meet someone who is so titled. It reeks of selling, conversion and unquestioning devotion. Somebody who wants to talk at me rather than somebody who might listen to me.
Being a Community Evangelist – absolutely.
Being labelled an evangelist – absolutely not.

First off, wasn’t that whole fucked-off creative titling thing over with 5+ years ago? It all seems very 90s Fast Company to me. The bigger problem here of course is the view that the Community Evangelist seeks ‘marketing nirvana’. Being in a constant, collective conversation with customers is everyone’s job – regardless of title. And what happens when you do this is less about ‘marketing nirvana’ and more about informing your organization’s worldview and collective gut instinct. To my mind, Hugh hits the nail on the head with the Porous Membrane post. So does another of Hugh’s cartoons – “Smarter conversations equals better products. it’s so fucking obvious.”