Alex L. Goldfayn - Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesnt)
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- Book:Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesnt)
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Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesnt): summary, description and annotation
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In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollarseasy money thats voluntarily being left on the table.
Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language.
Evangelist Marketing is written for consumer tech companies big and smallfrom PC manufacturers to Web-based services. Its also sure to improve the work of their marketing and public relations agencies.
Alex L. Goldfayn: author's other books
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I loved this book. Ive often wondered why are there so few legendary marketing leaders? Alex Goldfayn tells the inside stories of the most brilliant campaigns, demystifies the magic, and reveals the first principles from these marketing giants.
JOHN SCULLEY , former Apple CEO
Alex cuts into the muscle of consumer electronics companies and identifies what distinguishes the beloved brands from the me-too brands. He challenges the assembly line orientation of organizations and details how to win avidity with consumers. This is a look-yourself-in-mirror book for anyone that wants to escape the sea of sameness.
BOB STOHRER , VP Marketing of Virgin Mobile
In Evangelist Marketing, Alex Goldfayn reminds us that technology is merely a means to an end and that while great products and great experiences are the ultimate drivers of demand, it shouldnt stop there. To truly reach mass market status and not leave money on the table, companies must energize their marketing efforts to create evangelists for their product or service. Alex framework for reaching evangelist marketing nirvana is laid out in a clear step-by-step framework that if applied, will yield results.
CHRIS DOBREC , Senior Director of Product Marketing, Cisco
Alex Goldfayn doesnt pull any punches with Evangelist Marketing. Every high-tech marketer should read this book.
TONY LEE , Vice President of Marketing, TiVo Inc.
Alex nails right on the head one of the big issues in tech companies today: The fact that too often engineers run marketing. This creates complicated products that people dont really want and therefore don't buy. I think everyone in the tech industry should read this book, highlight key points and share them in their next product development meeting.
BRIAN S. PACKER , Managing Director of ZAGG International, the creators of Invisible Shield
If you work with consumers, you should read this book. Alex demystifies the 'magic' that companies like Apple, Netflix, and Amazon tap into.
JON DALE , co-founder of Moolala
Alex does a masterful job of pulling together insights across different products and businesses and then communicating those insights in a practical and useful way so you can see how they apply to your own situation and the issues you are facing.
ERIC STANG , CEO of Ooma
Copyright 2011 by Alex L. Goldfayn
Introduction 2011 by Alex L. Goldfayn
All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in critical articles or reviews.
BenBella Books, Inc.
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Library of Congress Cataloging-in-Publication Data TK
Ebook ISBN 978-1-93666-124-4
Editing by Erin Kelley
Copyediting by Debra Kirkby
Proofreading by Stacia Seaman and Michael Fedison
Cover design by Faceout Studio
Text design and composition by Silver Feather Design
Ebook conversion by Neuwirth & Associates, Inc.
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Significant discounts for bulk sales are available. Please contact Glenn Yeffeth at or (214) 750-3628.
To my dad, who taught me the magical combination of hard work and perseverance.
And to my mom, who is my biggest evangelist.
This book would not exist without the hard work and support of my agent, Joelle Delbourgo. She has sat on every possible side of the publishers desk (can a desk have six sides?), and I am grateful for her experience, advice, and belief.
Thanks to Glenn Yeffeth, who runs BenBella Books. Im sure glad that he got into publishing after a successful career in the consulting world. Theres no one better suited to lead this book into the world than Glenn. His team, which includes the talented Jennifer Canzoneri, Erin Kelley, and Debra Kirkby, is also first class. Thanks to you all for your hard work and support.
My thanks also to all of my clientsI learn what I teach from you. And I very much appreciate the contributions of the ten industry leaders and thinkers who contributed their experiences and perspectives while I was writing this book: Geoffrey Moore, Bob Stohrer, Steve Swasey, Jef Holove, John Sculley, Tony Lee, Guy Kawasaki, Brian Packer, Chris Dobrec, and Glenn Rogers.
A critical life lesson for me is that anything worth achieving requires perseverance; some activities (like, say, writing a book) demand high doses of ambition and perseverance. I learned both of these traits from my parents, Leon and Jane Goldfayn, who have taught me a lot in my life, but this lesson of creative persistence may be the most valuable of all. Thanks to the rest of my family for your endless support: Jan, Ron, Keith, and especially the family matriarch, the lovely and beautiful Bella.
Finally, I must express my enormous gratitude to my wife and life partner, Lisa. I thank my lucky stars every day for her grace, elegance, and unconditional support. In dealing with me and raising our two amazing children, Noah and Bella, she works much harder than I do. Thank you for every little thing that you do.
If you have a question or a comment as you read this book, feel free to send it directly to me by email at . I will reply to every email personally.
This book is for anyone in the business of consumer electronics: whether you work for a large manufacturer or are attempting to build a startup, whether youre a marketer or an engineer, whether youre a CEO or a customer service representative, whether you work for the manufacturer itself or one of its agencies. Reading this book and implementing the improvements I lay out will help you sell more consumer electronics products. But it will also do much more: if you execute only a few of the many fast, easy, and downright affordable steps I present here, you will create a loyal and passionate consumer followingevangelists rather than customers.
The word evangelist is thought to have developed from a similar word in Koine Greek, a form of Greek spoken between 300 b.c. and a.d.300 Roughly translated, the Koine Greek root from which evangelist comes means the bringing of good news. The verb form means to proclaim.
Some of the first evangelists were biblical, like the writers of the Four Gospels in the New Testament: Matthew, Mark, Luke, and John. In the Bible, evangelism is described as spreading the gospelbelievers educating, exciting, and convincing nonbelievers.
In more modern times, churches have long had evangelist members, who move from home to home, person to person, spreading the gospel and, well evangelizing.
In the corporate world, there have long been two types of evangelists: the first type is the employed evangelists, who are the executives or managers whose job it is to spread the company gospel to the outside world. Recently, we have seen high-level positions created with the word evangelist in the title. Google has had at least one chief evangelist on staff since 2005. These people are easy to create, and by now, they are an expected part of corporate culture. These people are not the focus of our book, given that they get paid to evangelize.
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