This document discusses strategies for evangelizing knowledge management (KM) through everyday conversations. It defines evangelism as zealously spreading a vision to inspire lasting change. Successful evangelism requires a leader who believes in the vision, "angels" who provide support, and "evangelists" who spread the word after being convinced. Evangelists should discover a cause people will join by making lives better and society contributions. Planning includes defining a clear mission and objectives, then devising strategies connected to these. Effective campaigning uses prepared elevator speeches, team meeting presentations, and leadership speeches to explain how KM benefits people and the organization's goals. Practice and conversation-generating questions can help spread the word.
1. Selling the dream Using everyday evangelism to win people to Knowledge Management Jason Haugh Knowledge Manager The Ohio State University Medical Center IT jason.haugh@osumc.edu
2. Part 1 - Introduction to Evangelism “One personwith a belief is equal to a force of ninety-nine who only have an interest.“ - John Stuart Mill
3. Are You An Evangelist? Do you have a passionate desire to make a difference? Do you fearlessly believe in a cause? Do you work for a cause for the intrinsic satisfaction it brings? Do you give up other things to make a commitment? Do you enjoy fighting the mediocre, the mundane, and the status quo? Do you get accused of being driven, showing chutzpah or having more guts than brains? Does your spouse threaten to leave you? (To see if you can be an evangelist, change "do" to "can")
4. Evangelism Defined Webster's definition: "Any zealous effort in spreading the word for a cause." Evangelism is the process of selling a dream. This means transforming a vision into a cause and getting people to share that cause in order to make lasting change. Difference between evangelism and sales: Evangelism is sharing more than personal gain Evangelism yields long-lasting and dramatic changes Evangelism sustains itself Evangelism grows The key to everyday evangelism is believing that your cause is important and sharing that belief.
6. The Building Blocks of Evangelism A Leader Believes in the vision - cannot imagine doing anything else Understands the vision - knows why it must come to be Believes in people - believes followers can bring stone to life and accomplish world-changing results Sets an inspiring example - withstands long and difficult battles, fosters collaborative efforts, shows composure in difficult times and remains humble in victory Shares the cause - lets others help to shape it. This allows ownership and empowerment Enables others to continue after (s)he's gone Training people Documenting procedures and practices Encouraging the growth of members
8. The Building Blocks of Evangelism Angels People who share your vision and provide wings - emotional support, expert advise and perhaps money Good angels are hard to find - usually busy with other causes Boardrooms of successful companies and among retired executives Look for people who are: Pure - personal satisfaction of helping a cause Experienced - have built organizations allowing them to avoid repeating mistakes Realistic - can assess what can be accomplished and have understanding of what is desirable and possible for your organization Outspoken - dare to confront - even create conflict - to prevent cause from going astray Connected - influential and powerful friends to cut through bureaucracy and gain credibility
10. The Building Blocks of Evangelism Evangelists People who come, see, believe and conquer They have four qualities: Called, not driven - they believe and then set out to further the cause Committed - they find it fun. They are so committed they can illuminate a room with their faith People the multitudes will follow - don't need charisma or magnetic personalities. They need steadfast faith in the cause. This faith imparts a glow and forcefulness that attracts others. Teachable - they are open to anything that will increase their effectiveness
12. The Building Blocks of Evangelism Enemies Optional but desirable because they provide a focal point for a cause More fun to try to defeat bad than do good Two kinds: Conceptual - forces like ignorance, inertia or inflexibility. More important and defeating them is more rewarding and permanent. Tactical - companies, organizations or people. Easier to defeatbut short-lasting.
13. Part 2 – Becoming an Evangelist “Thunder is good, thunder is impressive, but it is the lightning that does the work.” – Mark Twain
14. Discovering Your Cause Starting point for all evangelism - the “Wow” Causes do five things: Embody a vision Make people better Generate big effects Catalyze selfless actions Polarize people Why people join causes: To do the right thing To feel good about something To contribute to society To prove themselves To join a social group To enrich their lives
15. Planning Your Evangelism Define Your Mission – “Why” Good mission statements have three qualities Short - Brief and simple statements are easy to understand and remember Flexible - flexible mission statements last a long time Distinctive - differentiate your cause from other organizations with similar missions The longer the mission statement, the more likely the organization will fail. “Anyone can find Anything from Anywhere at Anytime.”
16. Planning Your Evangelism Establish Objectives – “What” Two kinds: Quantitative - measureable Qualitative - not as specific to measure Good objectives have four qualities: Challenging - require a struggle to achieve Few in number - no more than 4 or 5 to avoid diffusion of effort Inspiring - motivate, excite and stimulate Stable - remain the same for about two years
17. Planning Your Evangelism Devise Strategies – “How” Good strategies exhibit four qualities: Connected - directly linked to objectives and clearly explain how to accomplish specific things Active - lead to action. Practical ways of getting things done Pragmatic - practical within limits of your organization Flexible - change frequently as conditions change
18. Campaigning For Your Cause Power to the People - Grass roots movements may be more effective than top-down Win the hearts & minds Preparation Elevator Speech 30-seconds to explain KM vision Always explain how it will benefit people, how it will make lives easier Team-Meeting Speech 10-15 minutes to outline KM vision and benefits Lots of white space - ditch the charts & graphs Balance clarity with pizzazz - have as much sizzle as culture allows Leadership Speech 10-15 minutes to outline KM vision, strategy and deliverables Effective charts & graphs Always tie in KM to organization goals. What Knowledge is important or crucial for organization to reach its goals? What value do customers expect?
19. Campaigning For Your Cause Practice Write out what you would say Think of potential questions/objections Explain it to your family Talk to the mirror Develop during drive-time
20. Campaigning For Your Cause Present Create conversation-generating questions: “You ever…?” Ask to get on team-meeting agendas Write newsletter articles Submit articles to local periodicals
